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Increasing the Proportion of Plant-Based Foods Available to Shift Social Consumption Norms and Food Choice among Non-Vegetarians

Author

Listed:
  • Sanne Raghoebar

    (Consumption and Healthy Lifestyles Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

  • Ellen Van Kleef

    (Marketing and Consumer Behavior Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

  • Emely De Vet

    (Consumption and Healthy Lifestyles Group, Wageningen University and Research, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

Abstract

Increasing the relative availability of plant-based (versus animal source) foods seems promising in shifting consumption, but it remains unknown how and under what circumstances this happens. We performed two availability manipulations including different foods. The impact on food choice, social norm perceptions about what others do (descriptive) or approve of (injunctive), and salience was assessed. Non-vegetarian participants were visually (Study 1, n = 184) or physically (Study 2, n = 276) exposed to (a) four plant-based and two animal source foods or (b) vice versa. Participants chose one food item, either hypothetically (Study 1) or actually (Study 2), and reported the perceived social norms and salience of plant-based and animal source foods. The results showed no direct effects on food choice, injunctive norms, or salience. An increased proportion of plant-based (versus animal source) foods was interpreted in Study 1 as plant-based foods being less often chosen by others, whereas in Study 2, these foods were interpreted as being more often chosen (marginally significant), while animal source foods were interpreted as being less often chosen. The results suggest that a higher availability of plant-based foods influences descriptive norms, but future research should examine aspects potentially contributing to the contradictory normative interpretations (e.g., norm salience).

Suggested Citation

  • Sanne Raghoebar & Ellen Van Kleef & Emely De Vet, 2020. "Increasing the Proportion of Plant-Based Foods Available to Shift Social Consumption Norms and Food Choice among Non-Vegetarians," Sustainability, MDPI, vol. 12(13), pages 1-23, July.
  • Handle: RePEc:gam:jsusta:v:12:y:2020:i:13:p:5371-:d:379628
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    References listed on IDEAS

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    1. Gierl, Heribert & Huettl, Verena, 2010. "Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 225-235.
    2. Sunstein, Cass R., 2017. "Nudges that fail," Behavioural Public Policy, Cambridge University Press, vol. 1(1), pages 4-25, May.
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