Effects of Motivation Framing and Content Domain on Intentions to Eat Plant- and Animal-Based Foods

Society and Animals 27 (5-6):526-543 (2019)

Abstract
This study examined the effectiveness of persuasive messages intended to encourage people to eat more plant foods and fewer nonhuman animal foods. One hundred twelve participants reported their eating habits and read an article that emphasized health or ethical implications of food choices as well as a brochure that used autonomy promoting or controlling motivational framing to encourage eating plant foods. They then indicated their future eating intentions. Across conditions, participants reported the intention to eat more plant foods following the manipulations compared to their current eating habits. In addition, people who perceived the article as promoting greater choice in eating habits reported an intention to decrease their consumption of meat and increase their consumption of higher protein plant foods. These findings can assist animal rights or welfare advocates, health-care practitioners, and educators in encouraging people to eat more plant foods and fewer animal foods.
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DOI 10.1163/15685306-12341466
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