Nudge the lunch: A field experiment testing menu-primacy effects on lunch choices

Abstract

By way of a field experiment conducted at a university cafeteria this paper finds that placing a vegetarian option instead of a meat option at the top of a menu decreases the share of meat dishes sold by 11%. This translates to a 6% decrease of daily emissions due to food sales. Using data on payment method, we find that the result is most likely driven by non-students responding to the nudge.