Reducing the carbon footprint of a high street restaurant chain by nudging consumers toward healthier, lower carbon meals

Other investigators

Datin Shah, City, University of London Eleni Mantzari, City University of London Carsten Allefeld, City University of London Andy Jones, Liverpool John Moores University Amy Finlay, Liverpool University

Description

Members of the hospitality sector are seeking to reduce their carbon footprint by shifting customer menu choices toward lower emission options. We will test the effects of different strategies in different types of settings. Results will help identify how strategy type may be better matched to food outlet type.

Project keywords

(1) Carbon footprint (2) Menu labelling (3) Point-of-decision prompts (4) Dietary change

Outputs

New collaborations were formed with Benugo, Wahaca, and Zero Carbon Forum, and resulted in many new connections and conversations with sustainability managers across the hospitality sector. Details of the project were presented at the Marlowe Bar and Restaurant in London to an audience of industry members, and slide decks providing lay summaries of the field trials were created for Benugo and Wahaca for dissemination within their organisations. Two abstracts, describing (a) the online study and (b) the four field trials were accepted as oral presentations for the British Feeding and Drinking Group 2025 conference (24th - 25th April 2025). The abstracts will be published in Appetite and these will also be written up as two academic papers. Tappers group have secured HEIF funding to work with Benugo to create a feature at the Science Museum to tie in with a year-long ‘Future of Food’ exhibition opening June 2025. As part of this project, they have also developed a new partnership with the UK Edible Insect Association. Wahaca, the collaborator with City, has now received a university scholarship to complete a PhD in this area with the group at City University. Zero Carbon Forum and Wahaca are named on a ESRC grant application currently under review. This grant application directly follows from the Consumer Lab work.

Email contact

katy.tapper.1@city.ac.uk