Comparing Designs for Restaurant "Eco-Labels"

Participants will rate the extent to which the label makes them want to choose items with the label on a 5-point scale ranging from low (1) to high (5). They will also rate the extent to which the label makes eating items with the label seem appealing to them on a 5-point scale ranging from low (1) to high (5). These items are adapted from the 3-item UNC Perceived Message Effectiveness scale. Investigators will average responses to these two items to create a perceived message effectiveness score, which will also range from low (1) to high (5). Higher scores therefore indicate higher perceived message effectiveness.

Participants will rate the extent to which the label captures their attention on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate more attention-grabbing labels (a better outcome).

Participants will rate the extent to which the label makes them think about the environmental impacts of their food choices on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels elicit more thinking about environmental effects (a better outcome).

Participants will rate how likely they are to talk about the label with others in the next week on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels elicit more anticipated social interactions (a better outcome).

Participants will rate how believable the label is on a 5-point response scale ranging from low (1) to high (5). Higher scores indicate labels are more believable (a better outcome).