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The Influence of Framing Plant-Based Products in Terms of Their Health vs. Environmental Benefits: Interactions with Individual Wellbeing
,
Judith Geusen,
Birgitta Gatersleben
International Journal of Environmental Research and Public Health, Volume: 19, Issue: 19, Start page: 11948
Swansea University Author:
Amy Isham
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© 2022 by the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license
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DOI (Published version): 10.3390/ijerph191911948
Abstract
Significant reductions in the consumption of meat and dairy products are required to limit environmental damage and meet climate targets. However, individuals choosing to adopt plant-based diets still form a minority. Whilst different types of message framings have been suggested to be a potential m...
| Published in: | International Journal of Environmental Research and Public Health |
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| ISSN: | 1660-4601 |
| Published: |
MDPI AG
2022
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| Online Access: |
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa61463 |
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| Abstract: |
Significant reductions in the consumption of meat and dairy products are required to limit environmental damage and meet climate targets. However, individuals choosing to adopt plant-based diets still form a minority. Whilst different types of message framings have been suggested to be a potential means of encouraging the uptake of plant-based diets, recent findings have often failed to document any differences in people’s willingness to reduce their consumption of animal products based on whether messages emphasize the health or environmental benefits of plant-based diets. This research examined whether individual wellbeing might interact with health versus environmental message frames to determine people’s liking and willingness to pay for plant-based products. Across two experiments with a university (Study 1) and a non-student, adult sample (Study 2), participants were exposed to different hypothetical labels for plant-based foods and asked to rate their liking and willingness to pay for each. In line with existing findings, results demonstrated a trend whereby showing health (versus environmental) information on food labels did not in itself influence participants perceptions of the food products. Higher levels of positive wellbeing were associated with greater liking and willingness to pay for the plant-based foods (B values ranging from 0.04 to 0.45). Further, there was an interaction effect whereby levels of negative affect were differentially linked to liking and willingness to pay across the health and environmental framing conditions (B values ranging from 0.03 to 0.38). In particular, negative affect appears to have a greater negative impact on the product liking and willingness to pay when environmental label framings are used. This effect was most pronounced for the product liking dependent variable (B = −0.29 in the environmental framing condition). This research therefore extends understandings of the more specific instances in which message framings can impact perceptions of plant-based foods. The implications of the findings for understanding how best to promote uptake of plant-based diets are discussed. |
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| Item Description: |
Data Availability Statement: The data presented in this study are openly available on the OpenScience Framework at https://osf.io/g89dm/ (accessed on 1 August 2022). |
| Keywords: |
plant-based foods; food labelling; message framing; wellbeing; willingness to pay; product liking |
| College: |
Faculty of Medicine, Health and Life Sciences |
| Funders: |
The authors gratefully acknowledge financial support from the UK Economic and Social
Research Council (ESRC) in particular through grant no: ES/M010163/1 which supports the Centre
for the Understanding of Sustainable Prosperity. |
| Issue: |
19 |
| Start Page: |
11948 |