Low-cost climate-change informational intervention reduces meat consumption among students for 3 years.

Evidence on the impact of information campaigns on meat consumption patterns is limited. Here, using a dataset of more than 100,000 meal selections over 3 years, we examine the long-term effects of an informational intervention designed to increase awareness about the role of meat consumption in climate change. Students randomized to the treatment group reduced their meat consumption by 5.6 percentage points with no signs of reversal over 3 years. Calculations indicate a high return on investment even under conservative assumptions (~US$14 per metric ton CO2eq). Our findings show that informational interventions can be cost effective and generate long-lasting shifts towards more sustainable food options.

Changing Hearts and Plates: The Effect of Animal-Advocacy Pamphlets on Meat Consumption.

Social movements have driven large shifts in public attitudes and values, from anti-slavery to marriage equality. A central component of these movements is moral persuasion. We conduct a randomized-controlled trial of pro-vegan animal-welfare pamphlets at a college campus. We observe the effect on meat consumption using an individual-level panel data set of approximately 200,000 meals. Our baseline regression results, spanning two academic years, indicate that the pamphlet had no statistically significant long-term aggregate effects. However, as we disaggregate by gender and time, we find small statistically significant effects within the semester of the intervention: a 2.4 percentage-point reduction in poultry and fish for men and a 1.6 percentage-point reduction in beef for women. The effects disappear after 2 months. We merge food purchase data with survey responses to examine mechanisms. Those participants who (i) self-identified as vegetarian, (ii) reported thinking more about the treatment of animals or (iii) expressed a willingness to make big lifestyle changes reduced meat consumption during the semester of the intervention. Though we find significant effects on some subsamples in the short term, we can reject all but small treatment effects in the aggregate.