The impact of environmental messages on consumer responses to plant-based meat: Does language style matter?

Abstract

The recent surge of plant-based menu items offers new opportunities for individuals who want to join the fight against climate change. However, it is unknown whether environmental awareness will affect consumer responses to these new foods, and if so, what interventions will be more effective in increasing such awareness. We conducted two studies to fill this gap. Study 1 shows that perceived association between meat consumption and climate change influences consumer attitudes toward plant-based meat products as well as their purchase intention. These effects are fully mediated by perceived effectiveness of plant-based meat as a mitigating strategy. Study 2 further examines the role of language style in conveying the environmental impact of meat consumption and promoting plant-based meat alternatives. Findings reveal that figurative (vs. literal) language leads to higher level of visualization, which enhances affective reactions and perceived effectiveness of plant-based meat in combating climate change, thus resulting in more favorable consumer responses.