Knowledge for better food systems

The simple menu innovations that can get people to order vegetarian options

This master thesis study from the London School of Economics shows how consumers are 56% less likely to order a plant-based dish when it is labelled vegetarian and categorised in a separate section on menus

The research tested whether placing plant-based dishes in a separate vegetarian section on restaurant menus influenced ordering and looked specifically at how restaurants can best feature vegetarian dishes on menus. It shows some examples of how the food industry might influence more people to eat healthier and more sustainably.

The reasons behind this result may be that placing some dishes into a separate vegetarian section of the menu highlights the lack of meat or fish, and makes these choices look exclusive to a certain group. It might also exacerbate preexisting negative associations about vegetarian food.

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Europe is the world's second-smallest continent by surface area, covering just over 10 million square kilometres or 6.8% of the global land area, but it is the third-most populous continent after Asia and Africa, with a population of around 740 million people or about 11% of the world's population. Its climate is heavily affected by warm Atlantic currents that temper winters and summers on much of the continent. In the European Union, farmers represent only 4.7% of the working population, yet manage nearly half of its land area.

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