Meat on the menu? : Digital nudging towards sustainable consumption.

In order to decrease meat consumption and lead consumers to more sustainable consumption, this research examines the effects of the default option nudge and the descriptive norm nudge on food choice and attitude towards meat consumption in a digital shopping environment. Additionally, the interaction effect between these nudges is tested as well as the moderating effect of meal type. A digital shopping environment was created, which was subjected to an eye-tracking usability test prior to the main research. Furthermore, two pre-tests using the Q-methodology technique were conducted in order to find suitable dinner and lunch recipes. For the main research, an experiment in the digital shopping environment was conducted, followed by a questionnaire. A total of 404 responses were collected and after data cleaning, 232 valid responses were subjected to statistical analyses.