How nudge theory is subtly getting more people to eat plant-based food and help fight climate change

Catering institutions are using nudge theory – small interventions and gentle persuasion – to get people to eat less meat to save the planet

Serving more vegan dishes, removing meat from recipes for dishes such as stir fries and curries, and describing dishes as ‘feel good’ all help

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Cutting out meat and taking up plant-based diets will help reduce greenhouse emissions, and nudge theory – small interventions and gentle persuasion – is being used to persuade people to change their habits. Photo: Shutterstock

Published: 7:15pm, 20 May 2024

Placing plant-based lasagne in the most popular part of the canteen. Serving vegetable stir-fry or curry so diners have to ask for meat. Giving vegan food enticing adjectives like “feel good” and “juicy”.

These are some of the small changes adding up to a quiet revolution in school cafeterias, hospitals and university canteens from the United States to Norway.

The goal is to shift diners toward plant-based options – not by removing animal products entirely, but by nudging people into making different choices.

“Your choice is never in a vacuum,” says Sophie Attwood, a senior behavioural scientist at the non-profit World Resources Institute, based in Washington, which works on climate solutions.

Our choices are not made in a vacuum, says Sophie Attwood, a senior behavioural scientist at the non-profit World Resources Institute, which works on climate solutions. Photo: plantforwardkitchen.org

“Your choices are always being nudged, whether it’s nudged for the profit motive of the company, or for the environmental motive of the company.”

How nudge theory is subtly getting more people to eat plant-based food and help fight climate change

Catering institutions are using nudge theory – small interventions and gentle persuasion – to get people to eat less meat to save the planet Serving more vegan dishes, removing meat from recipes for dishes such as stir fries and curries, and describing dishes as ‘feel good’ all help

Catering institutions are using nudge theory – small interventions and gentle persuasion – to get people to eat less meat to save the planet

Serving more vegan dishes, removing meat from recipes for dishes such as stir fries and curries, and describing dishes as ‘feel good’ all help