Seeing Green: The Impact of Visual Nudges on Vegan Meal Choices
(A2026-133911)

AUTHORS

Jasmin Werner, Georg-August-University Göttingen; Yasemin Boztug, University of Goettingen; Steffen Jahn, Martin Luther University Halle-Wittenberg

ABSTRACT

Nudges are widely used to promote sustainable eating, yet evidence on their effectiveness for promoting vegan meal choices, especially over time, remains limited. Existing studies often combine multiple interventions or rely solely on sales data, making it difficult to isolate specific mechanisms. This research investigates a standalone visual nudge, in which vegan dishes were highlighted in green in a cafeteria context. A first study using an online experiment shows that this simple visual cue significantly increases the likelihood of choosing a vegan option among omnivores, demonstrating its short‑term effectiveness. Building on this initial evidence, a longitudinal field study will further examine how such visual cues influence real‑world cafeteria choices over time. This research advances understanding of both immediate and enduring influences of visual nudges on sustainable food decisions.