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A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming

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  • Donato, Carmela
  • Monsurrò, Luigi
  • Di Cioccio, Martina

Abstract

Meat production and consumption has been identified as a significant contributor to climate change, however its consumption is not declining. Through four experimental studies we propose an identity-based intervention to promote plant-based food among meat-eaters. In particular, we demonstrated that meat-eaters are more willing to buy plant-based food when it is primed through a common (vs. vegan) identity, because of lower meat-eaters identification and, in turn, lower identity threat. Our results contribute to the understanding of the identity-based factors in influencing food consumption and offer insights for marketers, retailers, and policymakers to encourage a more sustainable diet.

Suggested Citation

  • Donato, Carmela & Monsurrò, Luigi & Di Cioccio, Martina, 2024. "A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001590
    DOI: 10.1016/j.jretconser.2024.103863
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