Consumer choices are important for the transition to a sustainable agrifood sector. However, it is difficult to change eating habits and incentivise people to consume more sustainably. 

Language can shift consumers’ perspective on food. A study by the World Resources Institute explored which language describing plant-based menu items is most effective at encouraging consumers to select these options. This was achieved by conducting a field experiment across a UK-based chain of cafés.

The authors concluded that language does indeed have an effect on consumer choices. Terms such as ‘Meat-free’ and ‘Vegetarian’ highlight the lack of meat in the dish—and were found to be a deterrent. Instead, using terms such as ‘Field-grown’ or ‘Garden’, or with language that emphasises flavour, increased the proportion of people who chose the target vegetarian dishes.