Exploring Green Nudges: Using Local Group Identity to Reduce Beef Consumption on Campus

Abstract

Beef production is a large driver of environmental problems, from greenhouse gas emissions and deforestation to air pollution and water contamination (FAO, 2006; EPA, 2003). This paper explores how beef consumption can be reduced, and evaluates an intervention based on Ajzen’s (1985) Theory of Planned Behavior (TPB), targeting beef consumption on Princeton University’s campus. More specifically, I compare nudges appealing to local group identity and global identity in terms of their effectiveness in reducing beef consumption in a natural dining hall setting. The results show no significant difference between the global and local identity condition. However, a lower average beef consumption was found in the experimental conditions compared to baseline data. Individual behaviors can be large drivers of environmental destruction, and a better understanding of the mechanisms underlying these behaviors will be important in reducing the global impacts of ERBs.