“Planting†meat substitutes in the meat shelf: An online and two supermarket field experiments to explore the effect of placing meat substitutes next to meat

M. van der Meer, E.M. Schruff-Lim, M.C. Onwezen and A.R.H. Fischer

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: Positioning of retail assortments is a powerful way to create a choice architecture that facilitates consumers’ sustainable product choices, for example the shift from animal-derived to plant-based proteins which benefits both planetary and public health. From the perspective of categorisation theory, we investigate whether changing choice architecture, specifically positioning meat substitutes in the meat shelf, increases purchases of meat substitutes and decreases meat sales, in two field experiments in two large supermarket chains in The Netherlands and a lab experiment. In field Study 1a, we positioned all meat substitutes in the meat shelf, which backfired and led to a decrease in meat substitute sales. In lab Study 1b, we explored the effect of merging meat substitutes into the meat shelf which shifted meat substitutes towards the meat category in the mind of consumers. In field Study 2, we placed a selection of meat substitutes in the meat shelf, while maintaining a separate vegetarian shelf. Positioning a selection of meat substitutes in the meat shelf led to an increase in meat substitute sales over the long term, especially amongst meat-eaters and flexitarians. However, meat sales did not decrease in both field studies. Maintaining a separate vegetarian shelf is important to keep serving meat reducers (i.e., vegans, vegetarians, and flexitarians). Altering choice architecture in the supermarket is an effective tool in enhancing sales of meat substitutes and sustainable alternatives in general.

Keywords: Categorisation; Choice architecture; Shelf positioning; Supermarket intervention; Consumer segments; Difference in difference; Meat substitutes; Protein transition (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:84:y:2025:i:c:s0969698925000025

DOI: 10.1016/j.jretconser.2025.104223

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