Calorie and carbon labels on menus in Chinese restaurants : effects of label presence and presentation format on customer behavior and brand perceptions

Abstract

This study employed a 2 (calorie and carbon emission) × 2 (numeric and reference) experimental design to assess the impact of displaying nutritional and environmental information on menus in hotel’s Chinese restaurant. Unlike previous studies primarily focused on simulated intention, it captured consumer actual behavior and perception. While such information did not significantly affect dietary choices, the inclusion of carbon emission information had a positive influence on perceived social responsibility. The reference format proved effective in enhancing transparency, especially when the information was complex. This research offers practical insights for restaurants to effectively communicate their commitment to health and sustainability.