Appealing to the Protein Transition: the Effects of Implementing a Default Nudge on a Restaurant Menu

Abstract

Considering environmental factors, much can be gained if consumers in an out-of-home restaurant setting would systematically consume less meat and more plant-based foods, like meat alternatives. The present study aimed to investigate the effects of a plant-based default nudge in an out-of-home restaurant setting on food choice. Furthermore, meat attachment was assessed and evaluated as a moderator of the abovementioned effect. Meat-eaters living in the Netherlands were presented with a restaurant menu with either the plant-based default nudge condition or the meat default nudge condition. In total, 134 respondents answered questions concerning their food choice and meat attachment. Based on the results, it can be concluded that the plant-based default nudge had a significant effect on food choice. Respondents that were presented with the plant-based default nudge were approximately 4.5 times more likely (countering 61% against 13/%) to opt for the plant-based main course, compared to respondents in the meat default condition. The moderation effect of meat attachment was insignificant. In order to promote the protein transition, market actors and relevant organizations should consider default nudges as a relevant intervention toward promoting plant-based eating and plant-forward lifestyles. The default nudge on an out-of-home restaurant menu is easy to implement, low-cost and maintains freedom of choice for the consumer. Limitations are mentioned along with directions for future research about default nudges.