Meaty Arguments and Fishy Effects: Field Experimental Evidence on the Impact of Reasons to Reduce Meat Consumption
24 Pages Posted: 11 Oct 2021
Date Written: September 10, 2021
We report evidence from a field experiment ($N=561$) on how different reasons for reducing the consumption of red meat (health, climate and animal welfare) impact intentions to change behavior, actual consumption of red meat and the enjoyment of meals. Surprisingly, the three concepts are not aligned. On average, two treatments affect intentions to reduce meat consumption, only one affects behavior, while all affect enjoyment of the meal with red meat. This contributes to the emerging discussion of the welfare effects of nudging. We find that behavioral changes are driven by our female participants (in two treatments) and discuss the role of the social environment to shed light on the mechanisms behind this gender difference.
Keywords: Meat, food, health, climate, animal welfare, sustainability, field experiment
JEL Classification: D64, L31
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