More Fun, Less Pressure: A Conceptual Framework of Communication Goals for Healthy and Sustainable Food Choices

One third of greenhouse gas emissions comes from the production, distribution and disposal of food. Animal products generally have a higher environmental footprint than plant-based foods, with grains, fruits and vegetables having the lowest impact and ruminant meat having the highest. Reducing meat consumption benefits the environment – but also improves health outcomes; for example, reducing the risk of cardiovascular disease and cancer. Consumers have some degree of freedom in their daily behaviour and can contribute to both planetary sustainability and personal health through their food choices. In this article, we focus on consumers as key actors in the food system and propose a framework for communication goals to stimulate changes in food choices. We argue that communication efforts need to (1) frame food choices as both healthy and sustainable (‘dualistic framing’), and (2) inform about the health and sustainability consequences of food choices. Moreover, we argue that communication efforts also need to (3) support the socio-emotional readiness to make healthy and sustainable food choices, for example by emphasizing the hedonic value of plant-based foods. The conceptual framework will be useful both to inspire future research and guide practical campaign work.