Comparing Designs for Restaurant "Eco-Labels"

Comparing Designs for Environmental Sustainability "Eco-Labels" for Restaurant Menus

The aim of this study is to compare responses to 5 different types of labels for restaurant menus: 1) Control (non-sustainability-label: neutral labels not referencing environmental sustainability); 2) Numeric text-only sustainability label; 3) Endorsement text-only sustainability label; 4) Endorsement icon-only sustainability label; 5) Endorsement text-plus-icon sustainability label. Participants will be randomized to 1 of the 5 labeling arms above. Each participant will view 3 labels (shown in random order) from their randomly assigned labeling arm and respond to survey questions about each label (e.g., attention, perceived effectiveness).

This is an online randomized controlled trial. Investigators will recruit participants through a survey company to complete an online survey. In the study, participants will be randomized to 1 of 5 labeling arms: 1) Control (non-sustainability-label: neutral labels not referencing environmental sustainability); 2) Numeric text-only sustainability label; 3) Endorsement text-only sustainability label; 4) Endorsement icon-only sustainability label; 5) Endorsement text-plus-icon sustainability label. Participants will be randomized to 1 of the 5 labeling arms above. Each participant will view 3 labels (shown in random order) from their randomly assigned labeling arm and respond to survey questions about each label (e.g., attention, perceived effectiveness).

Inclusion Criteria:

• Participants will be US adults
• Ages 18 or older
• With an over-sample of adults (50% of total sample) 18-29 years

Exclusion Criteria:

• Younger than 18
• Non-US