The effect of choice architecture interventions on driving sustainable food choices for heterogeneous market segments: a field experiment

Food production and consumption significantly contribute to global greenhouse gas emissions, and in our endeavor to reduce the carbon footprint of food choices, we present an innovative research project focused on promoting sustainable eating habits in restaurant settings. We aim to influence consumer behavior by harnessing the power of behavioral change interventions.
The project involves altering the food menus and promoting on-site messages to seamlessly guide consumers to make more sustainable food choices. Three nudging techniques are tested within this project: behavior-oriented (changing food options order), cognition-oriented (highlighting the carbon footprint of each option), and emotion-oriented (mirroring the feel-good aspect of eco-friendly choices).
The project will result in a road map for restaurant services to implement, contributing to the transformation of food practices towards more sustainable ones in Montreal and affirming the city’s place within the C40’s global network for leading cities in taking climate action.

Faculty Supervisor:

Laurette Dube

Student:

Partner:

Emission Reduction Now;Montréal métropole en santé

Discipline:

Business

Sector:

Professional, scientific and technical services

University:

McGill University

Program: