03 Jan 2023 --- A randomized clinical US trial studying the effects of climate impact labeling on fast food reveals that when presented with food marked as having a high impact on the climate, consumers will likely choose a different, more sustainable item.Within the study of 5,049 US adults, participants were shown a fast food menu and prompted to select one item from randomized menus, each with one of three label conditions: either a QR code label on all items (for the control group), green-colored ‘low climate impact’ labels on chicken, fish or vegetarian items (positive framing) or red-colored ‘high climate impact’ labels on red meat items (negative framing).
