Price of change: Does a small alteration to the price of meat and vegetarian options affect their sales?

Reducing meat and fish consumption in wealthier countries would help mitigate climate change, raising the question of the most effective ways to achieve this. Price influences the food people buy, but to our knowledge no published field study has assessed the impact on sales of experimentally altering the price of meat and vegetarian meal options. We ran an experiment across 106 mealtimes with 13,840 meal selections at a college cafeteria in the...