Description
Introduction – Objectives: Reducing meat consumption is a win-win measure to improve public health and reduce the environmental impact of our food system. Interventions in the restaurant sector are an effective way to promote new and more sustainable eating habits. The aim of this study was to explore the barriers and facilitators to choosing a vegetarian menu in a university cafeteria, in order to design an intervention adapted to the cafeteria users in a second time.
Methodology: The study took place in the spring of 2021 in the cafeteria of HEPIA (HES-SO Geneva), which trains students in agronomy, landscape architecture, and nature management. At the time of the study, the cafeteria offered two menus per day, one with meat or fish and another one vegetarian. The vegetarian menu’s price was CHF 5.- for students, following a political decision. A survey was sent to all cafeteria users to determine the barriers and facilitators to choosing the vegetarian menu. Focus groups were then conducted to understand the survey results further.
Results and Discussion: Of the 1,518 cafeteria users who received the survey, 376 (25%) responded. Thirteen participants were available for the focus groups. The main barriers were: “not enough vegetarian options” (n=124, 36%), “less good taste” (n=90, 26%), and “less filling” (n=71, 21%). The main facilitators were: “eating more fruit and vegetables” (n=167, 48%), “less environmental impact” (n=151, 44%), and “price” (n= 126, 36%). The focus groups confirmed that the attractiveness of the menu was a motivating factor in choosing the meat/fish menu, even for those concerned about their health or the environment. The reduced price was an important facilitator, especially for students. Health was more motivating than environmental concerns. However, there were misconceptions about healthy eating and the variety of plant proteins or the impact of where food comes from versus the impact of meat. The fear of losing the freedom to eat meat was also expressed in the survey comments and focus groups, and the term “vegetarian” was seen as polarizing. These results underline that menu choices in a cafeteria are mainly spontaneous and based on the organoleptic attractiveness of the menu. The price has contributed to the choice of the vegetarian menu, but without the knowledge of the importance of eating more plant proteins and their quality, and without the possibility of having good taste experiences with plant proteins, the meat will retain its aura.
Conclusion: The food system's environmental impact is poorly understood, and menu choices are mainly spontaneous. Nudges or financial measures can tilt the choice in favor of vegetarian options, but tasting, education and information should complement these measures to lead to more informed consumer choices.
Acknowledgments: We thank ELDORA SA, the company that ran the cafeteria at the time of the study, its employees who agreed to participate in the study and we thank HEPIA for allowing us to conduct the study in their premises. We thank the participants who completed the survey and those who participated in the focus groups.
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