A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming

Authors: C Donato, L Monsurrò, M Di Cioccio

Published: 2024

Publication: Science Direct

Meat-eaters are more inclined to purchase plant-based food when primed with a common identity rather than a vegan identity, reducing identity threat and enhancing sustainability efforts.

Methods: Four experimental studies utilizing identity-based interventions to influence food choices among meat-eaters.

Key Findings: The impact of identity priming (common vs. vegan) on meat-eaters' willingness to buy plant-based food.

Institution: G. D'Annunzio University,Luiss Guido Carli University,University of Modena and Reggio Emilia

Research Area: Consumer Behavior, Social Psychology,Retailing

Discipline: Social Psychology , Consumer Behavior

Citations: 13