Descriptive language on label nudging to promote plant-based diet
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2022-08-31
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en
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Abstract
The plant-based meat alternative products have gained huge attention from the public; however, meat products are still recorded as one of the highest consumptions in the market. The new innovative foods remain a niche product in the consumers’ perception. The main reasons for the low consumption of meat alternatives are the unfamiliarity and unsimilarity to the traditional food in terms of the name, appearance, and tastes. Therefore, in order to increase the consumption of plant-based meat alternatives, the application of descriptive language on label nudging is applied to test whether changing the name of a product similar to the meat-like terms can categorize these products into the current meat groups and increase the selection and consumption of a plant-based product. Two online experiments were conducted, and the study found that the modified meat-terms (e.g., Bakon, Mylk, Be’f) would be more effective in increasing the perceived typicality of meat products compared with unmodified. Furthermore, although both modified and unmodified meat terms were found to be effective in increasing the willing-to-buy of plant-based meat alternatives to some extent, there is not enough evidence to conclude that modified terms are more effective than unmodified ones. Thus, framing a product with modified terms is a promising method of promoting the adoption of plant-based meat products.
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Faculteit der Managementwetenschappen