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Mock meat in the butchery

Nudging consumers toward meat substitutes

by Jolien Vandenbroele, Hendrik Slabbinck, Anneleen Van Kerckhove, Iris Vermeir


  • A field experiment optimizes the choice architecture for meat substitutes.

  • The choice architecture increases only meat substitute sales significantly, not meat.

  • Pairwise presentation and product visibility positively affect this shift.

  • Results are benchmarked against a pre-intervention period and eight control stores.


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