A matter of identity: Promoting plant-based food among meat-eaters through a common identity priming

Meat production and consumption has been identified as a significant contributor to climate change, however its consumption is not declining. Through four experimental studies we propose an identity-based intervention to promote plant-based food among meat-eaters. In particular, we demonstrated that meat-eaters are more willing to buy plant-based food when it is primed through a common (vs. vegan) identity, because of lower meat-eaters identification and, in turn, lower identity threat. Our results contribute to the understanding of the identity-based factors in influencing food consumption and offer insights for marketers, retailers, and policymakers to encourage a more sustainable diet.