Fast food consumers can potentially be guilted into buying products with less red meat and instead opting for more environmentally friendly options when “climate impact” labels are used, according to a taxpayer-funded study.
The paper, published in JAMA Network Open, concluded that labeling red meat options as “high–climate impact” made customers less likely to order those products.
The experiment, conducted randomly and online, asked participants to select from a fast food menu one item they would order for dinner.
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