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How to reduce agri-environmental impacts on ecosystem services

The role of nudging techniques to increase purchase of plant-based meat substitutes

by Nicky Coucke, Iris Vermeir, Hendrik Slabbinck, Maggie Geuens, Ziad Choueiki


  • Plant-based meat substitutes are an alternative to unsustainably produced meat.

  • Promoting meat substitutes could reduce the negative impact on ecosystem services.

  • Retailers can use nudging interventions as part of their strategic vision and CSR.

  • Increasing visibility of plant-based meat substitutes generates trial purchases.

  • A shift from short-term nudging effects to long-term behaviour needs more research.


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