Nudging consumers toward meat substitutes
by Jolien Vandenbroele, Hendrik Slabbinck, Anneleen Van Kerckhove, Iris Vermeir
Highlights
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.