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Mock meat in the butchery : nudging consumers toward meat substitutes

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Abstract
Is it possible to nudge consumers to swap their chicken sandwich for a meat substitute? A field study tests whether adapting the choice architecture of a large retail store increases the purchase of meat substitutes among nonusers. Instead of offering meat substitutes exclusively in a separate, vegetarian section, this study places them next to similar meat products in the butchery. As such, we (1) increase the meat substitutes’ visibility and (2) offer them in pairs with their meat-based counterparts. Doing so enhances sales of meat substitutes, relative to both past sales in the experimental store and sales in eight other control stores that serve as benchmarks. No backfire effect was observed as meat product sales did not increase significantly. A follow-up study disentangles the effect of product visibility and pairwise presentation. Both product visibility and pairwise presentation increase sales of meat substitutes. However, when visibility is high, fewer meat substitutes were sold in a pairwise presentation.
Keywords
Applied Psychology, Organizational Behavior and Human Resource Management, Sustainability Meat substitutes Choice architecture Visibility Shelf management

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MLA
Vandenbroele, Jolien, et al. “Mock Meat in the Butchery : Nudging Consumers toward Meat Substitutes.” ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 2021, doi:10.1016/j.obhdp.2019.09.004.
APA
Vandenbroele, J., Slabbinck, H., Van Kerckhove, A., & Vermeir, I. (2021). Mock meat in the butchery : nudging consumers toward meat substitutes. ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES. https://doi.org/10.1016/j.obhdp.2019.09.004
Chicago author-date
Vandenbroele, Jolien, Hendrik Slabbinck, Anneleen Van Kerckhove, and Iris Vermeir. 2021. “Mock Meat in the Butchery : Nudging Consumers toward Meat Substitutes.” ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES. https://doi.org/10.1016/j.obhdp.2019.09.004.
Chicago author-date (all authors)
Vandenbroele, Jolien, Hendrik Slabbinck, Anneleen Van Kerckhove, and Iris Vermeir. 2021. “Mock Meat in the Butchery : Nudging Consumers toward Meat Substitutes.” ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES. doi:10.1016/j.obhdp.2019.09.004.
Vancouver
1.
Vandenbroele J, Slabbinck H, Van Kerckhove A, Vermeir I. Mock meat in the butchery : nudging consumers toward meat substitutes. ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES. 2021;
IEEE
[1]
J. Vandenbroele, H. Slabbinck, A. Van Kerckhove, and I. Vermeir, “Mock meat in the butchery : nudging consumers toward meat substitutes,” ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES, 2021.
@article{8644299,
  abstract     = {Is it possible to nudge consumers to swap their chicken sandwich for a meat substitute? A field study tests whether adapting the choice architecture of a large retail store increases the purchase of meat substitutes among nonusers. Instead of offering meat substitutes exclusively in a separate, vegetarian section, this study places them next to similar meat products in the butchery. As such, we (1) increase the meat substitutes’ visibility and (2) offer them in pairs with their meat-based counterparts. Doing so enhances sales of meat substitutes, relative to both past sales in the experimental store and sales in eight other control stores that serve as benchmarks. No backfire effect was observed as meat product sales did not increase significantly. A follow-up study disentangles the effect of product visibility and pairwise presentation. Both product visibility and pairwise presentation increase sales of meat substitutes. However, when visibility is high, fewer meat substitutes were sold in a pairwise presentation.},
  author       = {Vandenbroele, Jolien and Slabbinck, Hendrik and Van Kerckhove, Anneleen and Vermeir, Iris},
  issn         = {0749-5978},
  journal      = {ORGANIZATIONAL BEHAVIOR AND HUMAN DECISION PROCESSES},
  keywords     = {Applied Psychology,Organizational Behavior and Human Resource Management,Sustainability Meat substitutes Choice architecture Visibility Shelf management},
  language     = {eng},
  pages        = {12},
  title        = {Mock meat in the butchery : nudging consumers toward meat substitutes},
  url          = {http://dx.doi.org/10.1016/j.obhdp.2019.09.004},
  year         = {2021},
}

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