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

Sanne Raghoebar, Ellen Van Kleef and Emely De Vet
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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

Sustainability, 2020, vol. 12, issue 13, 1-23

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).

Keywords: plant-based foods; animal source foods; availability; food environments; food choice; social norms; salience (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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