Investigating the effects of default nudges, message context, content and framing on consumer purchase intentions of plant-based meat

This paper investigates the role of default options and message framing in consumer attitudes and buying intentions towards plant-based meat (PBM) in China. The paper is based on four related studies. Study 1 revealed that individuals' buying intentions for PBM are significantly influenced by perceptions of their popularity among the general public. Study 2 showed that participants exposed to positive social sentiments on PBM were more likely to express a higher inclination to buy PBM compared to those exposed to negative sentiments. Study 3 showed that participants have a higher likelihood of trying PBM when presented with a combined message on perceived product quality through positive feedback and price reductions. Lastly, study 4 showed that consumers place a high value on meat despite emerging alternatives. Participants expressed willingness to pay an additional fee to switch to meat. The findings have important implications for understanding consumer behaviour towards new foods.