Gain framing increases support for measures promoting plant-based eating in university settings

Global concerns with public health, animal suffering, and environmental problems linked to meat-centric diets have increased over the last decade. One way help address these is implement measures that reduce meat consumption increase plant-based eating in collective meal contexts, such as catering services schools universities. The present study provides insight into how consumers may react measures. A simple experiment (within-subjects design; N = 295) tested whether framing a set of plant-forward terms gain (i.e., promote or meals) loss curtail meals meat) impacted consumer support for university settings. results showed was higher gain-framed compared loss-framed Furthermore, impact focusing on sensory cues (e.g., make tastier more appealing vs. less tasty appealing) lower behavioral constraints serve only do not meat). Overall, findings suggest can be potentially effective food sustainability transitions.