A virtual reality‐based study of color contrast to encourage more sustainable food choices

Abstract In order to identify effective strategies to increase more environmentally friendly food choices, we conducted an experimental study to examine how the color contrast between the food and the background might influence people's choices between meat and vegetable dishes. Participants were instructed to choose three desirable dishes out of a choice set presented on a red‐ or green‐colored table in a simulated restaurant environment. Each choice set consisted of two meat and two vegetable dishes, so the participants had to choose between the meat‐heavy and vegetable‐forward meals. The participants chose the meat‐heavy meals more often than the chance level. However, the results revealed that using a red table to present the choice set could shift them toward choosing fewer meat‐heavy meals and thus more vegetable‐forward meals, and the visual attractiveness of the meat dishes was decreased when presented on the red tables. These findings provide empirical evidence regarding how the contrast between the color of food and the background color of the dining table can be used to modulate the sensory appeal of foods in order to promote sustainable food choices.