Excessive meat consumption has a negative impact on people's health, animal welfare, and the environment in general. Remarkably, however, despite the growing number of flexitarians, only a small number of people choose a vegetarian dish at a restaurant. Therefore, in the current study, we tested how vegetarian dishes need to be presented in order to stimulate the choice for these dishes. In an online study, participants were presented with one of four different menus: Either an all vegetarian menu, an all vegetarian menu with the possibility to add meat to each dish, a menu with increased offer on vegetarian dishes with explicit indication, and a menu with increased offer on vegetarian dishes without explicit indication. Subsequently, participants indicated how likely it was that they would eat in this restaurant and which dish they would choose (i.e., vegetarian or not). Additionally, they completed a reactance questionnaire. Results show that when people get the option to add meat to the vegetarian dishes on a menu this increases the choice for a vegetarian dish. No effect of menus on reactance and willingness to eat at a restaurant was found. These findings suggest that presenting meat as an alternative or additive option can help to change behavior toward a flexitarian lifestyle.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2025 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.