Avoid is Better than Generate: The Effect of Framing Information on Consumer Preferences and Willingness to Pay for Plant-Based Milk

Agricultural and food systems play a crucial role in affecting climate change, and shifting towards plant-based diets has been recognized as a beneficial strategy to reduce environmental pressures. A stated choice study was conducted to better understand consumers’ interest and motives toward consuming alternative plant-based beverages, particularly the way that information is communicated to consumers. We collected 1825 online survey responses in Canada and 1865 survey responses in China using panels accessed through market research companies. Te results confirm the positive impact of GHG information exposure and highlight the importance of information framing. In both countries, the “avoid” framing has a stronger influence on the probability of choosing beverages with lower GHG emissions. Additionally, we find that some respondents strongly prefer products consistent with traditional dietary patterns, highlighting the potential difficulty of promoting dietary transitions, such as plant-based diets, in different contexts. These findings contribute to the understanding of consumer behavior and provide guidance for the development of sustainable consumption strategies.