Politics and dinner tables do mix! exploring the role of consumers’ political orientation in plant-based food promotion at restaurants

Abstract

Plant-based food refers to a diet focused on consuming primarily plant-derived ingredients for health, environmental, and ethical reasons. Since there is a growing recognition regarding the significant correlation between sustainable consumption and consumers' political inclinations, this study aimed to identify effective ways to promote plant-based food in a restaurant setting by analyzing the relative persuasiveness of advertisements in terms of three variables: consumer political orientation (liberal vs. conservative), regulatory focus (promotion vs. prevention), and message type (health vs. taste). This study confirms that there is a significant two-way effect between political orientation and regulatory focus on consumers’ attitude and purchase intentions toward plant-based food. Additionally, this two-way effect between political orientation and regulatory focus varies depending on the type of message. The mediating role of goal relevance was confirmed as well. The study provides implications for effective marketing communication in the context of plant-based food promotion in the foodservice industry.