The role of nudging techniques to increase purchase of plant-based meat substitutes
by Nicky Coucke, Iris Vermeir, Hendrik Slabbinck, Maggie Geuens, Ziad Choueiki
Highlights
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.