I think focusing on calorie cost is a good start, but has its caveats. A cup of lettuce is 8 calories, an ounce of beef is 70 calories. People generally eat a cup or less of lettuce in their serving of salad. Whereas they eat 8 oz. or more of beef per serving (16 oz. burgers anyone?).
For decades my bodyweight would not go below 195 lbs. I turned vegetarian and now vegan, and my bodyweight is 178 lbs. I can do more pull ups, my body fat is at 14% vs. 21%, and I feel more energetic than before. I am very active compared with the average person.
One of the great revelations to me was how many calories I was actually consuming compared to what I thought I was consuming. When I was an omnivore, I was trying to keep my caloric intake to 1900 to 2200 calories per day given my activity level and weight. When I actually counted every piece of food put in my mouth for two weeks, I realized I was generally consuming 2500 to 2800 calories. It was cultural and habitual.
When I went vegetarian, and became more conscious of what I was putting in my mouth, I was down to 1850 or less calories a day. My body has stabilized at this weight. All of my standard blood tests show I am in good health.
My point of this expose was to point out that at 10x the expense eating green or vegan gets chipped away at by:
1. I only eat one-tenth of the lettuce or leafy greens based on calories vs. old beef consumption.
2. I eat 33% less calories per day as a healthy, active person.
3. If everyone ate healthier, and more greens (but less calorically), I think the numbers work out better.