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

Abstract

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.