What Shapes Sustainable Food Choices? A Field Experiment on the Impact of a Behaviorally Informed Intervention and a Price Variation on Sustainable Food Choices

Alice Pizzo*, Jan Michael Bauer, Lucia A. Reisch

*Corresponding author for this work

Research output: Working paperResearch

Abstract

Food production and consumption are primary contributors to climate change. There is growing interest in behavioral interventions seeking to reduce emissions through food-consumption choices. In this context, this study assesses the (relative) effectiveness of behaviorally informed interventions as well as price interventions-and their combination-on consumers' food choices through a pre-registered field experiment. The experimental design taps into consumers' price sensitivity for switching from meat meals to vegetarian options and the mediating effect of information on food carbon footprint. We analyze actual food choices at a public festival with a food market area, where participants receive information on the carbon footprint of food options and financial incentives in the form of food vouchers. The analysis reveals no significant effect of the informational treatment, but evidence shows that the price intervention significantly reduces the likelihood of choosing meat-based options over vegetarian ones. Additional exploratory analyses focus on two temporal mechanisms that influence the impact of the interventions: duration of information exposure and intervention timing. The research finally considers socio-demographic characteristics, food-related attitudes, and knowledge through pretreatment surveys, allowing for a nuanced understanding of heterogeneity.
Original languageEnglish
PublisherSSRN: Social Science Research Network
Number of pages47
DOIs
Publication statusPublished - Mar 2024

Keywords

  • Field experiment
  • Sustainable food choices
  • Meat reduction
  • Information provision
  • Financial incentives

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