Consumers are more likely to choose a plant-based meat substitute when the restaurant’s advertising highlights the social benefits of doing so rather than its taste, according to recently published research I conducted with a colleague. We also found that showcasing the social costs of meat consumption also leads to a preference for plant-based “meats.”

To reach this conclusion, we conducted two online experiments to examine the advertising of plant-based burgers and meatballs. Participants were recruited via the crowdsourcing website Amazon Mechanical Turk.

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