The project's main focus is the analysis of readiness to pay of customers (students, staff) of university catering facilities, specifically in relatiom to vegetarian/vegan menus (with low environmental impact) vs. meat-based menus (with high environmental impact). The underlying goal is the leverage this obtained results, to shift customer demand towards more sustainable and more available menus in stock. From a conjoint analysis experimental setup several paired vegi and meat-menus are compared at up to 9 different price level combinations. Following this approach, price elasticities of vegi and meat menus in university catering facilities are derived (prior to that no estimate available in Switzerland) and several scenarios of optimized price schemes and revenues are presented.