‘The effect of value framing on the intention to consume red meat and plant-based alternatives in young adults’

Abstract

This study investigates the effect of value framing on the intention to consume red meat and plant-based alternatives (PBAs) in young adults. The central research question was: ‘Can value framing be used to decrease the intention to consume red meat and increase the intention to consume plant-based alternatives in young adults?’. To investigate this, we ran an online experiment. Participants were shown a video with either biospheric, egoistic, altruistic, or hedonic value framing, or a video with no value framing. Afterwards, questions about intention to consume and value orientation had to be answered. The results indicated that value framing did not significantly increase the corresponding value orientation. Furthermore, although videos with value framing tended to lower the intention to consume red meat and increase the intention to consume PBAs compared to videos without value framing, these effects were not statistically significant . Likewise, no significant differences were found when comparing specific value frames to each other.