{"title":"Communicating Trends in Sustainability Transitions: Minority Beliefs and Dynamic Norms about Plant-Based Food Consumption","authors":"Irene Malta, John Hoeks, João Graça","doi":"10.1080/17524032.2023.2280751","DOIUrl":null,"url":null,"abstract":"An emerging line of research has been exploring how changes in social norms can lay the ground for shifts toward sustainability. This pre-registered study investigated the in fl uence of communicating static and dynamic norms (2 Static x 2 Dynamic, between-subjects design) on respondents ’ beliefs, intentions, information-seeking behavior, and policy support regarding plant-based food. Here, s tatic norms referred to a minority of consumers who believed that plant-based food has a crucial role in sustainability transitions. Dynamic norms referred to how the number of people endorsing this belief had been increasing. The fi ndings ( N = 492) revealed that communicating the dynamic aspect of the minority belief increased participants ’ endorsement of that same belief. Moreover, exposure to dynamic norms (alone or with static norms) had a small positive e ff ect on policy support. These fi ndings add to the growing body of knowledge on dynamic-norm communication.","PeriodicalId":506604,"journal":{"name":"Environmental Communication","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-11-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Environmental Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17524032.2023.2280751","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
An emerging line of research has been exploring how changes in social norms can lay the ground for shifts toward sustainability. This pre-registered study investigated the in fl uence of communicating static and dynamic norms (2 Static x 2 Dynamic, between-subjects design) on respondents ’ beliefs, intentions, information-seeking behavior, and policy support regarding plant-based food. Here, s tatic norms referred to a minority of consumers who believed that plant-based food has a crucial role in sustainability transitions. Dynamic norms referred to how the number of people endorsing this belief had been increasing. The fi ndings ( N = 492) revealed that communicating the dynamic aspect of the minority belief increased participants ’ endorsement of that same belief. Moreover, exposure to dynamic norms (alone or with static norms) had a small positive e ff ect on policy support. These fi ndings add to the growing body of knowledge on dynamic-norm communication.