Publicação
Nudging and boosting sustainable food choices : exposure to a carbon message and label increased willingness to choose a mixed beef-beans burger
| Resumo: | Promoting transitions towards more sustainable food choices is necessary to mitigate the environmental impact of excessive meat consumption. The present research proposes a collective meal context intervention that includes a nudge and a boost to influence consumers’ choices towards more sustainable meal options. Specifically, we tested whether exposing consumers to a (positively/negatively) framed carbon message and a (familiar/unfamiliar element) carbon label can encourage choices towards a mixed bean-beef (vs. beef) burger. Participants (N = 241) were exposed to a negatively or positively framed message (nudge) presented upon a menu decision between a 100% beef burger and a mixed 50% beef 50% beans burger, which was accompanied by either a familiar or unfamiliar element carbon label (boost). The study also included a control condition, in which neither the message nor the labels were included. Results showed that: (a) all combinations of framing with labels were equally effective in encouraging consumers to choose the more sustainable meal (i.e., mixed bean-beef burger), compared to the control condition; (b) the negative framing effect did not significantly differed from the positive one nor the familiar element label effect significantly differed from the unfamiliar element one; (c) exposure to the messages and labels did not influence perceptions (e.g., perceived tastefulness, healthfulness, ethics) of the two choices. Results can be viewed considering Regulatory Focus Theory and participants’ possible unwillingness to use and trust the label. |
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| Autores principais: | Silva, Júlio João Carlos Teixeira da |
| Assunto: | Comportamento alimentar Consumo sustentável Hábitos de alimentação Teses de mestrado - 2021 |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | Promoting transitions towards more sustainable food choices is necessary to mitigate the environmental impact of excessive meat consumption. The present research proposes a collective meal context intervention that includes a nudge and a boost to influence consumers’ choices towards more sustainable meal options. Specifically, we tested whether exposing consumers to a (positively/negatively) framed carbon message and a (familiar/unfamiliar element) carbon label can encourage choices towards a mixed bean-beef (vs. beef) burger. Participants (N = 241) were exposed to a negatively or positively framed message (nudge) presented upon a menu decision between a 100% beef burger and a mixed 50% beef 50% beans burger, which was accompanied by either a familiar or unfamiliar element carbon label (boost). The study also included a control condition, in which neither the message nor the labels were included. Results showed that: (a) all combinations of framing with labels were equally effective in encouraging consumers to choose the more sustainable meal (i.e., mixed bean-beef burger), compared to the control condition; (b) the negative framing effect did not significantly differed from the positive one nor the familiar element label effect significantly differed from the unfamiliar element one; (c) exposure to the messages and labels did not influence perceptions (e.g., perceived tastefulness, healthfulness, ethics) of the two choices. Results can be viewed considering Regulatory Focus Theory and participants’ possible unwillingness to use and trust the label. |
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