Leveraging dynamic norms to promote plant-based protein consumption among low-SES individuals: A field experiment in Flemish social restaurants

The high global consumption of meat has detrimental effects on both human health and the environment (Willett et al., 2019). Nevertheless, consumer demand for unhealthy and unsustainable foods in Europe remains high, especially among socioeconomically disadvantaged groups (Springmann et al., 2021; van Lenthe et al., 2015). Individuals with a low socioeconomic status (SES) have a lower intake of vegetables and tend to eat more meat (Darmon & Drewnowski, 2008; Giskes et al., 2010). For people with a low SES, the perceived cost and actual price of healthy foods are significant barriers to healthier eating. However, previous research indicates that financial constraints alone do not fully explain their dietary choices. Psychosocial factors and processes, such as social influences, skills, perceptions and desired identities also shape their eating behaviour (Best et al., 2019; van der Heijden et al., 2019. Vos et al., 2022). In this experiment, we will investigate whether a dynamic norm message in a community restaurant (i.e. a diner in which lower-priced meals are served, mainly for people from lower socioeconomic status) can encourage vegetable consumption and reduce meat intake. The message leverages social norms and behavioral modeling, featuring a familiar and relatable individual, and focuses on two specific healthy dietary behaviours: increasing vegetable intake or reducing meat consumption.