Perceptions of and Reactions to Sustainability Menu Label Designs

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. Control (QR) labels will be displayed beneath each item. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. Low Sustainability labels will be displayed beneath select items. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. Unsustainable labels will be displayed beneath select items. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. Environmental Harm labels will be displayed beneath select items. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. High Environmental Harm labels will be displayed beneath select items. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. High Environmental Cost labels will be displayed beneath select items. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.

Participants will view a fast-food restaurant menu with main entrée items. Each menu item will be displayed with an image of the item, name, price, and total calories. Numeric environmental cost labels will be displayed beneath each item. Participants will view the menu and then the label in isolation and then be asked about a hypothetical intention to purchase a menu item with the label.