Does the Provision of Information Increase the Substitution of Animal Proteins with Plant-Based Proteins? an Experimental Investigation into Consumer Choices

A widespread transition towards diets based on plant proteins as substitutes for animal proteins would contribute to food system sustainability. Such changes in consumer food choices can be fostered by public policy. We conducted a field experiment to test whether providing consumers with information regarding the negative consequences of meat consumption on the environment or health increases the substitution of animal-based proteins with plant-based proteins. The consumers had to make three meal selections online and consume the products at home, the first without exposure to information and the latter two after exposure to environmental or health information. One group of consumers served as the control and received no information. The results show that half of the consumers consumed meals with animal proteins in all three cases. Observational learning does not enhance the impact of the information intervention. However, for a sub-sample of consumers, environmental information increases the likelihood of consuming plant-based protein products. Overall, a short-term information policy does not appear to be sufficient for altering consumer behaviour regarding the consumption of animal proteins.