Wajchenberg, Lucia, Miss (2024) The Role of a Design Intervention on Shifting Social Norms and Promoting Veganism in Restaurant Menus. Bachelor thesis, Global Responsibility & Leadership (GRL).
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Abstract
The food choices that we make have a significant impact on the intricate web of global challenges that humanity faces. Specifically, adopting a plant-based diet with little to no animal products is a more sustainable, ethical, and healthy option. However, transitioning from an omnivore to a vegan diet can be hampered by meat and dairy consumption, being accepted and endorsed as the social norm. This study investigates the impact of changing the default options and design in restaurant menus to promote plant-based options as the social norm rather than the alternative, to test whether these changes in menu format lead to an increase of vegan orders. Through an online questionnaire, participants were randomly assigned to one of two conditions: an experimental group that was presented with a menu that portrayed veganism as the social norm, and a control group where animal products were designed as the norm. Results confirmed that participants exposed to the experimental condition ordered significantly more vegan appetizers (81% vs. 53%) and drinks (93% vs. 77%) compared to the control group. Although no significant differences were found in the main dishes and desserts, descriptive data indicated a trend towards more plant-based choices in the experimental group. The results of the study indicate that changing menu formats can influence consumer choices towards a more sustainable diet. Based on these findings, interventions aimed at shifting social norms to promote a plant-based diet can be further designed and examined. Keywords: food choices, pro-environmental behavior, plant-based diet, meat consumption, social norms, default options, menu design, online questionnaire
| Item Type: | Thesis (Bachelor) |
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| Name supervisor: | Geiger, J.L. |
| Date Deposited: | 14 May 2025 07:26 |
| Last Modified: | 14 May 2025 07:26 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/592 |
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