Reducing meat consumption in restaurants: Exploring the default mechanism in a surprise menu, combined with effort and price incentives

IF 6.1 1区 心理学 Q1 ENVIRONMENTAL STUDIES Journal of Environmental Psychology Pub Date : 2024-08-16 DOI:10.1016/j.jenvp.2024.102402
Machiel J. Reinders , Emily P. Bouwman , Marleen C. Onwezen
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Abstract

Default options can be effective behavioural nudges in various contexts. Re-designing restaurant menus with vegetarian options as the default can be a promising route to reduce meat consumption. However, it is not yet clear whether the default also works when customers do not know what specific menu items they receive, as is the case in surprise menus. Furthermore, we question whether the effectiveness of a vegetarian default on an individual's choice for a vegetarian dish can be further strengthened when the default mechanism is deployed together with other strong intervention mechanisms: price incentives and imposed effort.

In a real-life field experiment, we tested the effectiveness of the default for a Chef's Menu where consumers only know that the dish is vegetarian or that it contains meat or fish. Moreover, we tested the effect of the default together with either a supplemental price needed to be paid for the meat option, or an increase in the effort to switch to the alternative meat options (making them less easy to order compared to the vegetarian option). Analyses of the sales data show that significantly more vegetarian options were ordered in the weeks that the vegetarian dish was the default. However, neither the price incentive nor the increased effort seemed to strengthen the original default effects. The current study shows the strength of a default intervention, also in the case of a surprise menu, and provides insights for practitioners to maximize the effectiveness of a default.

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减少餐馆的肉类消费:探索惊喜菜单中的默认机制,结合努力和价格激励机制
在各种情况下,默认选项都可以成为有效的行为诱导。重新设计餐厅菜单,将素食选项作为默认选项,是减少肉类消费的一个很有前景的途径。然而,目前还不清楚当顾客不知道菜单上的具体菜品时,默认选项是否也会起作用,惊喜菜单就是这种情况。此外,我们还质疑,当默认机制与其他强有力的干预机制(价格激励和施加努力)一起使用时,素食默认机制对个人选择素食菜肴的有效性是否能得到进一步加强。在一个真实的现场实验中,我们测试了厨师菜单默认机制的有效性,在该菜单中,消费者只知道菜肴是素食或含有肉类或鱼类。此外,我们还测试了默认值与补充肉类选项所需的价格或增加转换到替代肉类选项的努力(使其与素食选项相比更不容易点菜)一起使用的效果。对销售数据的分析表明,在将素菜作为默认选项的几周内,素食选项的订购量明显增加。然而,无论是价格激励还是加大力度,似乎都没有加强原有的默认效果。当前的研究显示了默认干预措施的优势,同样也适用于惊喜菜单的情况,并为从业者最大限度地发挥默认干预措施的效果提供了启示。
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来源期刊
CiteScore
10.60
自引率
8.70%
发文量
140
审稿时长
62 days
期刊介绍: The Journal of Environmental Psychology is the premier journal in the field, serving individuals in a wide range of disciplines who have an interest in the scientific study of the transactions and interrelationships between people and their surroundings (including built, social, natural and virtual environments, the use and abuse of nature and natural resources, and sustainability-related behavior). The journal publishes internationally contributed empirical studies and reviews of research on these topics that advance new insights. As an important forum for the field, the journal publishes some of the most influential papers in the discipline that reflect the scientific development of environmental psychology. Contributions on theoretical, methodological, and practical aspects of all human-environment interactions are welcome, along with innovative or interdisciplinary approaches that have a psychological emphasis. Research areas include: •Psychological and behavioral aspects of people and nature •Cognitive mapping, spatial cognition and wayfinding •Ecological consequences of human actions •Theories of place, place attachment, and place identity •Environmental risks and hazards: perception, behavior, and management •Perception and evaluation of buildings and natural landscapes •Effects of physical and natural settings on human cognition and health •Theories of proenvironmental behavior, norms, attitudes, and personality •Psychology of sustainability and climate change •Psychological aspects of resource management and crises •Social use of space: crowding, privacy, territoriality, personal space •Design of, and experiences related to, the physical aspects of workplaces, schools, residences, public buildings and public space
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