By Marc Gunther
Published November 17, 2009
At the Net Impact conference last week, a waiter stopped by before lunch to ask if anyone at our table wanted a vegetarian meal instead of chicken. Just one or two people did.
This, as it happens, is typical. When a meat-based entrée is being served, and people are offered a vegetarian alternative, about 5 to 10 percent will request it.
But what if the choices were reversed? Organizers of the 2009 Behavior, Energy and Climate Change Conference, which began Monday in Washington, tried an experiment: They made a vegetarian lunch the default option, and gave meat eaters the choice of opting out.



















