Using Value Frames to Decrease the Intention to Consume Red Meat and Increase the Intention to Consume Plant-Based Alternatives in Young Adults.
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2025-06-19
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en
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Reducing red meat consumption benefits both health and the environment by lowering risks like cardiovascular disease and deforestation. This study explored how value orientations—biospheric, egocentric, altruistic, and hedonic—affect young adults’ intentions to consume red meat or plant-based alternatives, using the Value-Belief-Norm (VBN) framework. An online experiment (N = 161) tested whether video-based value framing could influence behavior. Participants viewed one of five videos (four value-framed, one control), and their beliefs, norms, and consumption intentions were measured. However, manipulation checks showed the videos failed to activate targeted values, likely contributing to nonsignificant results. Limitations included low emotional engagement, cognitive overload, and brief exposure. The findings suggest that short, passive interventions may be ineffective in shifting food choices. Future research should test more engaging and sustained messaging formats to better understand how values can drive dietary change.
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