Josh Purcell 

The meat industry accounts for 14.5% greenhouse gas emissions with a byproduct of deforestation, heavy land usage, and large water consumption. One of the greatest contributions individual consumers can make to help cut down on greenhouse gas (GHG) emissions is to adopt a vegan diet. However, changing consumer habits is difficult and needs a strong intervention to break a habit cycle. Consumer choices are heavily influenced by cognitive biases and impulse choices. Digital nudging has been shown to be an effective method for influencing people's unconscious and automatic decision making. The aim of nudging is to direct better decision-making by altering the choice environment of a product, without restricting the number of options available to the user. As such, digital nudging provides a novel means to influence consumer behaviour and encourage individuals to adopt a more ecologically friendly, meat free diet.