Manuscript type: Research article Research Aims: This study aims to fill the research gap from previous research regarding personal norms in explaining pro-environmental behavior, which does not involve awareness of consequences and ascription of responsibility as antecedents to activate...

By way of a field experiment conducted at a university cafeteria this paper finds that placing a vegetarian option instead of a meat option at the top of a menu decreases the share of meat dishes sold by 11%. This translates to a 6% decrease of daily emissions due to food sales. Using data on...