Public Health Researchers Float Idea of Climate-Change Warnings on Menu Items

A study released last week suggests that fast-food menus that feature labels urging diners not to order red meat off those same menus due to the “climate impact” of those food items can help convince customers to swap out red meat for what the researchers argue are more climate-friendly foods—from fruits and vegetables to poultry and seafood. The study, published in Jama Network Open and led by researchers from Johns Hopkins University, concludes that “climate impact menu labels may be an effective strategy to promote more sustainable restaurant food choices and that labels highlighting high-climate impact items may be most effective.”

The study’s data comes from more than 5,000 Americans who took part in a nationwide online survey last year. Study participants were instructed to “imagine they were in a restaurant and about to order dinner” from an accurately priced sample menu containing a variety of choices, including hamburgers, chicken sandwiches, plant-based burgers, and salads. 

The study asked participants to “order” different foods after viewing one of three types of sample menus online. Outside of a control group, the study presented web users with choices that either disparaged the sustainability of red-meat dishes or touted the sustainability of dishes not containing red meat. Based on the results, which showed people who were more likely to avoid red meat if it had a red warning label and more likely to order other menu items if they featured a green health halo, the authors conclude that “climate impact menu labels [a]re effective” and “that labeling red meat items with negatively framed, red high-climate impact labels was more effective at increasing sustainable selections than labeling non-red meat items with positively framed, green low-climate impact labels.”

The study has spurred some news outlets to suggest governments around the world may—or should—operationalize its findings.

“Policymakers have been debating how to get people to make less carbon-heavy food choices,” the Guardian recounted in a recent report on the study, “In April, the Intergovernmental Panel on Climate Change (IPCC) report urged world leaders, especially those in developed countries, to support a transition to sustainable, healthy, low-emissions diets.”

“Unfortunately, consumers have been resistant to change and many wish to continue eating meat,” a Phys.org report on the study laments.