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(1)

Nudging and purchase intentions of meat

substitutes: the moderating role of descriptive

norms and the mediating role of perceived

behavioural control

(2)

Table of contents

2

▰

Tested model

▰

Methodology

▰

Results

(3)

Tested model

Nudging (visibility of) meat substitutes

(4)

▰

Expectations were:

▰

High visible meat substitutes would increase the purchase intention of meat substitutes (H1);

▰

Visibility of the product would explain purchase intention mainly through one’s perceived behavioural control towards purchase intention of meat substitutes (H2);

▰

Activated descriptive social norms in favour of purchasing meat substitutes would lead to a higher purchase intention of meat substitutes (H3);

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Activated descriptive social norms that were favourable of meat substitutes would positively affect the relationship between visibility and purchase intention of meat substitutes (H4).

4

(5)

“

5

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Online experiment

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A 2 by 2 between-subject experimental design (N = 244)

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7- point likert scale

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Visibility and descriptive social norms were manipulated

Methodology

Table 1: 2 x 2 between-subject design

Social norm activation regarding meat substitutes

Disfavourable norm activation

(6)

Results

6

▰

Results are based on a Pearson Correlation, one-way ANVOA, two-way ANOVA and the Process model 4 of Hayes.

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One-way ANOVA:

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Visibility manipulation was successful

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Descriptive social norm manipulation was not successful

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Pearson Correlation:

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Visibility did not correlate with any of the variables.

(7)

Results

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Two-way ANOVA

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Showed no statistically signficant results regarding the tested model

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It did find a statistically signficant results between visiblity and the purchase intention of meat products.

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Process model 4 of Hayes.

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“

Outcome of the research

8

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Visibility as a nudge had an effect on the participants’ intentional food choice

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Perceived behavioural control did not mediate the relationship between visibility and the purchase intention of meat substitutes.

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Activated descriptive social norms did not have a direct effect on the purchase intention of meat substitutes

▰

Activated descriptive social norms did not moderate the relationships between

(9)

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