A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming

Carmela Donato, Monsurrò, Luigi and Martina Di Cioccio

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: Meat production and consumption has been identified as a significant contributor to climate change, however its consumption is not declining. Through four experimental studies we propose an identity-based intervention to promote plant-based food among meat-eaters. In particular, we demonstrated that meat-eaters are more willing to buy plant-based food when it is primed through a common (vs. vegan) identity, because of lower meat-eaters identification and, in turn, lower identity threat. Our results contribute to the understanding of the identity-based factors in influencing food consumption and offer insights for marketers, retailers, and policymakers to encourage a more sustainable diet.

Keywords: Plant-based food; Common identity; Identity threat; Meat-eaters identification (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001590

DOI: 10.1016/j.jretconser.2024.103863

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