Shoppers at a number of British supermarkets are about to discover a change to the way their aisles are organized, thanks to a new experiment. The Oxford University study aims to test the theory that meat eaters will buy more veggies if they're sold alongside their other groceries—and served up with added incentives.
In a collaboration with the Sainsbury's supermarket chain, Oxford scientists will use a number of integrative tools and incentives to motivate shoppers to opt for more environmentally-friendly vegetarian items during their grocery runs. According to The Guardian, previous research has shown that eating less meat could cut greenhouse gas emissions by 30-70 percent worldwide and reduce the global mortality rate by 6-10 percent. Now, the Oxford scientists are attempting to win over meat eaters with inventive means.
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"Nutritionists, political economists and epidemiologists at Oxford will study how animal foods affect health and the environment and they will then work with Sainsbury's to present those findings in ways people can understand," Sarah Molton, the head of Our Planet, Our Health, told The Guardian. Our Planet, Our Health is a human and environmental health organization that is helping to fund the study.