Choice for sustainable meals at staff restaurants: influence of at-home food habits and food triggers
ISSN: 0007-070X
Article publication date: 18 May 2023
Issue publication date: 29 August 2023
Abstract
Purpose
Collective catering sector is increasingly offering alternative and more sustainable food propositions, but their success rests on their reception by guests and changes induced in individual behaviors. The authors investigate food-change determinants by examining the relationship between food behavior at staff restaurants and at home.
Design/methodology/approach
In an experiment over four days conducted in three staff restaurants, the authors monitored the behavioral changes and motivations of guests (n = 599) offered choices between standard and sustainable options for meat, fish, dairy products, fruit-based desserts and a vegetarian dish. The calculation of a “sustainable consumption score,” based on actual consumption at a restaurant by a subsample (n = 160) of guests gives an indication of interest for sustainable options.
Findings
Higher overall choices were observed for vegetarian dishes and for the sustainable meat options rather than for the sustainable fish and desserts options, thus suggesting contrasted perceptions of the sustainable alternatives. The results revealed two profiles of consumers with contrasting scores. The “lower receptive guests” had lower commitment to sustainable food at home and at staff restaurants, while the “higher receptive guests” found in the intervention meaningful propositions for pursuing their existing at-home commitment.
Research limitations/implications
Long-term research would be required to verify whether repeated sustainable offers can break down deep-rooted choices and instill durable changes among consumers with lower commitment to sustainable food. This research contributes to the identification of some types of food that are more suitable for sustainable-oriented interventions.
Practical implications
Some food triggers are identified to further norm activation among the lower receptive profile of consumers.
Originality/value
By addressing continuities/discontinuities between at-home and at-restaurant consumption and mobilizing the “norm-activation” concept, the authors question the efficiency of sustainable food offers at work.
Keywords
Acknowledgements
As one of the partners of the Positive Impact Chair of Audencia Business School (2018–2020), Sodexo Corporate has partly supported this research. The authors are grateful to the Sodexo teams for their support and interest in this research. The experimentation could never have been done without the active contribution of the managers of the three Sodexo restaurants. Special thanks to Sébastien Brosseau, Julien Le Fur, Stéphane Tercève, and their teams. Thank you also to the consulting firm “Eco2Initiative-Etiquettable” for testing a notation of food based on environment, health and local sourcing.
The authors express special thanks to Anne-Laure Guiheneuf and Julien Durand for their help during the experiment and their involvement in the relationship with Sodexo throughout the research project.
Citation
Debucquet, G., Dugué, M. and Cardinal, M. (2023), "Choice for sustainable meals at staff restaurants: influence of at-home food habits and food triggers", British Food Journal, Vol. 125 No. 9, pp. 3468-3488. https://doi.org/10.1108/BFJ-12-2022-1101
Publisher
:Emerald Publishing Limited
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