How information, social norms, and experience with novel meat substitutes can create positive political feedback and demand-side policy change

Summary

This survey experiment (N=2,590) conducted in China and the United States examined how technological innovation in plant-based meat substitutes, combined with informational and social norm interventions, can shift consumer behaviour and generate political support for demand-side food system policy change. The authors found that personal experience with novel meat substitutes was the strongest predictor of intentions to reduce meat consumption and support policies favouring plant-based diets, whilst factual information about benefits proved effective in both countries. Social norm messaging showed no significant additional benefit beyond factual information alone, though prior substitute experience amplified policy support effects in the United States.

UK applicability

The findings on experience-driven behaviour change and policy support may be relevant to UK food policy design, though the study's focus on China and the United States—with distinct meat consumption patterns and policy contexts—limits direct applicability. UK policymakers considering plant-based transition strategies could draw on the sequencing approach (experience before policy campaigns), but would need to account for differences in UK dietary habits, cultural attitudes, and existing food system infrastructure.

Key measures

Intentions to reduce meat consumption; intentions to eat more plant-based substitutes; support for meat reduction policies; effects of personal experience with novel meat substitutes; effects of factual information treatments; effects of social norm information treatments

Outcomes reported

The study measured individuals' intentions to reduce meat consumption, increase plant-based substitute consumption, and support public policies promoting plant-based diets. It evaluated how personal experience with novel meat substitutes and informational interventions (factual and social norm messaging) influenced these behavioural and policy support outcomes.

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