The effect of information nudges on online purchases of meat alternatives

Michelle S. Segovia*, No Ya Yu, Ellen J. Van Loo

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

6 Citations (Scopus)

Abstract

We investigated the effect of health and environmental information messages on purchases of meat and plant-based alternatives in a non-hypothetical online supermarket experiment. When controlling for observables, we find the health information nudge to be effective at motivating meat eaters to purchase plant-based meat alternatives. This effect is absent when providing environmental information or its combination with health information. We also find that meat eaters implicitly perceive meat to be healthier but environmentally unsustainable compared to plant-based alternatives. Our findings provide insights as to how to steer consumers towards meat alternative purchases under different information types in an online supermarket.

Original languageEnglish
Pages (from-to)106-127
JournalApplied Economic Perspectives and Policy
Volume45
Issue number1
Early online date21 Jul 2022
DOIs
Publication statusPublished - Mar 2023

Keywords

  • environment
  • grocery shopping
  • health
  • meatless
  • nudging

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