Nudging toward sustainable diets: exploring strategies to reduce meat consumption through dynamic norms messages

Meat consumption is currently one of the major environmental risk factors. Even though meat production is associated with the highest greenhouse gas emissions, there has been a significant increase in the production and consumption of various types of meat worldwide over the past five decades. Animal-based food poses a threat to the planet as it necessitates extensive grasslands, often leading to deforestation and the release of carbon dioxide stored in forests. Furthermore, data demonstrates that meat consumption is also associated with health risks. This study focuses on the possibility to influence people choice from a modify menu that use the power of normative messages to encourage pro-environmental behaviors by highlighting the change that a minority is pursuing. Furthermore, it uses traffic lights to indicate the environmental or health impact of the product, to verify if it is possible to make individuals aware of the choices they are making.