Mock meat in the butchery

Nudging consumers toward meat substitutes

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

https://www.sciencedirect.com/science/article/pii/S0749597818304059?dgcid=author

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.