Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings

Social norms, also called social comparison nudges, have been shown to be particularly effective in promoting healthy food choices and environmentally friendly behaviors. However, there is limited evidence on the effectiveness of these nudges for sustainable climate-friendly their potential reduce greenhouse gas emissions support related SDGs. The paper reports a field experiment that tests two norms real-life setting based revealed preferences. study distinguishes between widely researched descriptive guessed latter being tested this context first time. While communicate typical patterns behavior (e.g., 50% canteen visitors choose vegetarian meals), are determined by individual’s best guess about norm specific context. results confirm remarkable nudging effect norms: higher presumed proportion dishes sold, lower probability choosing dish. Surprisingly, independent respective specification (meat or norm). provides advice policy makers when how use norms.