An experimental investigation on the effect of value frame messages to change sustainable dietary intentions of Dutch young adults.
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2025-06-19
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en
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This study investigated how value frame videos could influence dietary intentions among young Dutch adults, with the aim of reducing red meat consumption and increasing plant-based alternative intake. Based on the value-belief-norm (VBN) theory (Stern, 2000), the effectiveness of four value frame videos (biospheric, egoistic, altruistic, hedonic, and control) was tested on intention to eat red meat and PBA. It was hypothesized that targeted value frame videos would result in an average lower intention to consume red-meat and a higher intention to consume plant-based alternatives, but analyses have not shown any significant evidence for this. It was hypothesized that biospheric and egoistic value frames would differentially affect intentions to consume meat or PBAs. However, results showed no significant evidence of impact by value frame videos on participants’ dietary intentions. This study found no evidence that these values can be effectively activated through short video messages.
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