How context-dependent display enhances plant-based protein selection

Purpose: Reducing meat consumption is vital for improving environmental sustainability and public health, emphasizing the need for strategies to encourage plant-based protein adoption. This research examines how pairing meal kits with different plant-based protein types influences the selection of plant-based products. Design & Results In Study 1, 232 undergraduate students (125 men; MAge = 20.57, SD = 0.79) participated in a mock retail store experiment using a 2×2 between-subjects design with plant-based analogues (present vs. absent) and non-analogues (present vs. absent) alongside a meal kit. Results of a binary logistic regression showed that pairing meal kits with analogues (b = 1.09, OR=2.97, p=0.054) or non-analogues (b = 1.34, OR=3.82, p=0.017) (marginally) significantly increased plant-based protein selection, but combining both did not enhance uptake further (b = -1.28, OR=0.28, p=0.07). Study 2 involved 428 participants (110 men; MAge= 40.35, SD = 16.88) in an online experiment, testing pairwise presentation (with vs. without picture of plant-based protein) and default suggested protein type (analogue vs. non-analogue). Results showed that suggesting a meal kit with a non-analogue protein as the default option also increased plant-based product selection (b = 0.46, OR =1.58; p=0.03). However, adding photos of the plant-based products along with the meal kit did not further increase plant-based choices (b = 0.17, OR= 1.19, p = 0.41). Value: This research demonstrates how choice architecture, particularly pairing meal kits with non-analogues, can encourage plant-based choices. These findings offer actionable insights for retailers and policymakers to support the shift toward sustainable diets.