Influencing consumer intention with the VBN Framework: Analyzing the effects of value framing on consumers’ intentions to eat red meat & plant-based alternatives.
Keywords
Loading...
Authors
Issue Date
2025-06-19
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Global red meat consumption has increased in recent decades, being the major cause of environmental damage. Red meat has been linked to health risks. Plant-based alternatives have been mentioned as a healthier, low-impact option. This study applied the VBN framework to assess if young adults (18–25) from the Netherlands can be persuaded to reduce their intentions to consume red meat and increase their intentions to consume PBAs by the use of value-framed, 1-minute videos. In a between-subjects online experiment, participants viewed one of five video conditions before reporting intentions to consume red meat and PBAs. Statistical testing revealed no significant effects of value framing influencing either value orientation or the intention. We suggest that using value framing in single video exposures may be insufficient to shift dietary intentions. Future research should aim to explore value frame combinations, repeat stimulus exposures, and adjust shown value framing based on participant-dominant values.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren