Mock meat in the butchery: Nudging consumers toward meat substitutes

• Published in: Organizational behavior and human decision processes Vol. 163; pp. 105 - 116
• Main Authors: Vandenbroele, Jolien, Slabbinck, Hendrik, Van Kerckhove, Anneleen, Vermeir, Iris
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.03.2021
• Subjects: Choice architecture; Meat substitutes; Shelf management; Sustainability; Visibility; Meat substitutes; Visibility; Shelf management; Choice architecture; Sustainability

•A field experiment optimizes the choice architecture for meat substitutes.•The choice architecture increases only meat substitute sales significantly, not meat.•Pairwise presentation and product visibility positively affect this shift.•Results are benchmarked against a pre-intervention period and e...