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Using prosocial incentives to promote vegetarian food choices: A field experiment by Florian Lange; Marjolein Cnudde; Hannah Maesen is a Agricultural and Biological Sciences article available to read on EtoBox.

What is Using prosocial incentives to promote vegetarian food choices: A field experiment about?

Vegetarian diets can produce beneficial consequences for animal welfare, human health, and the natural environment, but these consequences are often too distant and intangible to affect everyday food choices. In the present field experiment (N = 741 observations), we examined whether vegetarian food choices can be promoted by linking them to an additional, more concrete consequence. Customers of a pasta restaurant were informed that we would make a small donation to an environmental organization for every purchase of a vegetarian pasta dish. The implementation of this prosocial incentive increased the odds of choosing vegetarian dish options by a significant 50 % in comparison to a control condition and 75 % in comparison to baseline. No significant differences were observed between a prosocial incentive that was framed in monetary terms and an even more tangible variant that linked vegetarian dish choices to the planting of trees. These results illustrate the effectiveness of prosocial incentives as a behavior change technique for reducing meat consumption and promoting vegetarian alternatives.

Who reads Using prosocial incentives to promote vegetarian food choices: A field experiment?

Author

Florian Lange; Marjolein Cnudde; Hannah Maesen

Publisher

Elsevier BV

Published

2023

Language

EN

Field

Agricultural and Biological Sciences (Life Sciences)