Climate impact labels can help reduce red meat consumption

The study was carried out by researchers from Johns Hopkins and Harvard universities, with a nationally representative sample in the United States, and published in JAMA Network Open magazinesystem. (🇬🇧)

To arrive at the result, the researchers offered research participants a menu of fast food where they could select an item they would like to order for dinner.

Participants could view menus with one of three labels: quick response code on all items (control group); the low climate impact green label applied to chicken, fish or vegetarian items (positive framing); or high climate impact red label on red meat items (negative framing).

Compared to control group participants, 23,5% more participants selected a sustainable menu item when they displayed high climate impact labels and 9,9% of participants selected a sustainable menu item when menus displayed low climate impact labels.

Participants who selected a sustainable item rated their order as healthier than those who selected an item that was not sustainable.

The research authors said: “We found that labeling red meat items with negatively framed high climate impact red labels was more effective in increasing sustainable selections than labeling non-red meat items with positively framed low climate impact green labels". (The Guardian*)

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