Simply asking, “Do you consider animal welfare important?” before making food choices can motivate animal-loving meat-eaters to choose vegetarian options.
Reducing global meat consumption can significantly improve animal welfare, environmental, and health issues. While most people value animal welfare, they continue to eat meat. This paradox exists because meat-eaters often strategically avoid thinking about the moral implications of their choices (strategic ignorance) or convince themselves that eating meat is normal, natural, and necessary (motivated reasoning). For example, if someone mentions animal suffering just as you’re about to cut into a juicy steak, there’s a high chance you’ll lose your appetite.
A research team from Wageningen University and University of Groningen developed a ‘value-activation’ strategy to prime meat-eaters to reflect on their concern for animal welfare. By asking questions like, “Do you consider animal welfare to be important?” they can induce discomfort over the inconsistency between their meat consumption and their values. This discomfort, known as ‘cognitive dissonance,’generates negative feelings such as guilt or shame. These feelings have significant motivational power; activating self-regulatory behaviours that align with one’s values, such as reducing meat consumption.
The researchers tested the value-activation strategy both online and in a physical setting. The online study revealed that this strategy increased the discomfort people felt when considering meat consumption, which subsequently heightened their intention to choose a vegetarian meal. This effect was particularly pronounced among individuals who strongly identify with environmental values.
The result: A subsequent field study in a restaurant showed that the value-activation strategy nearly doubled the percentage of vegetarian burgers ordered. The findings demonstrate that prompting people to reflect on their concern for animal welfare can compel them to confront their inner conflict regarding meat consumption, and thereby channel that concern into choosing a vegetarian meal.
Are you aware of any other nudges that help to reduce meat consumption? Feel free to comment or get in touch: hello@green-nudges.com
From Claire Brouwer, a postdoctoral researcher specialising in Organisational Change for Sustainability Transitions at the Vrije Universiteit Amsterdam. She also serves as an external lecturer at the Amsterdam Business School. Claire is an expert in sustainable consumer behaviour and its associated communication. In March 2023, she concluded her doctoral program, becoming an expert on the role of morally motivated individuals in driving societal change.
A brief message after selecting a plant-based lunch nudges meal kit customers to choose less meat at dinner.