A new study published in the Journal of the American Medical Association (JAMA) finds that climate impact labels on fast food menus are an effective strategy for promoting sustainable food consumption.
“Our results, consistent with those of other warning label studies, suggest that a negatively framed, high–climate impact label may be more effective”
When presented with high-climate and low-climate impact menu options, more participants ordered a sustainable (ie non-red meat) fast food item compared to the control group. According to researchers, these findings suggest such labels offer an effective strategy for reducing red meat menu selections in favor of more eco-friendly choices.
As the authors state, animal-based food production, especially beef, is estimated to be responsible for 14.5% of global greenhouse gas emissions, and reducing red meat consumption could lower diet-related emissions by as much as 55%. Since about one-third of Americans consume fast food every day, the researchers argue fast food restaurants are an important setting to encourage more sustainable food choices.
Method and results
The study consisted of a randomized clinical trial of 5,049 US adults, who were shown a fast food menu and prompted to select one item to order for dinner. Participants were randomized to view menus with 1 of 3 different label conditions, including a green low–climate impact label on chicken, fish, or vegetarian items (positive framing), or red high–climate impact label on red meat items (negative framing).
Compared with those in the control group, 23.5% more participants selected a sustainable menu item when menus displayed high–climate impact labels, and 9.9% more participants selected a sustainable menu item when menus displayed low–climate impact labels.
In addition, participants who selected a sustainable (non-red meat) item rated their order as healthier than those who selected an unsustainable item, according to a mean perceived healthfulness score.
Implementing change
The researchers note that restaurants and cafeterias across the US are increasingly implementing sustainability labels, but the label designs are not consistent. Based on their findings, a negatively framed, high–climate impact label may have the strongest effects.
“[O]ur results, consistent with those of other warning label studies, suggest that a negatively framed, high–climate impact label may be more effective,” the authors state. “It is unlikely that industry would voluntarily adopt a negatively framed label approach; such an approach may need to be mandated or incentivized via legislation or regulation. However, negatively framed, high–climate impact labels may easily be adopted in settings like workplaces, universities, hospitals, and other anchor institutions with carbon neutrality commitments.”
