Autor(es): Malta, Irene ; Hoeks, John ; Graça, João
Data: 2024
Identificador Persistente: http://hdl.handle.net/10451/61539
Origem: Repositório da Universidade de Lisboa
Assunto(s): Dynamic norms; second-order beliefs; plant-based food; minority influence
An emerging line of research has been exploring how changes in social norms can lay the ground for shifts toward sustainability. This pre-registered study investigated the influence of communicating static and dynamic norms (2 Static x 2 Dynamic, between-subjects design) on respondents’ beliefs, intentions, information-seeking behavior, and policy support regarding plant-based food. Here, static norms referred to a minority of consumers who believed that plant-based food has a crucial role in sustainability transitions. Dynamic norms referred to how the number of people endorsing this belief had been increasing. The findings (N = 492) revealed that communicating the dynamic aspect of the minority belief increased participants’ endorsement of that same belief. Moreover, exposure to dynamic norms (alone or with static norms) had a small positive effect on policy support. These findings add to the growing body of knowledge on dynamic-norm communication.
