{"title":"Promoting plant-based diet in China: Testing health, environmental and animal welfare motivational messages","authors":"Keyi Shi , Ziqian Xia , Helene Gu , Claudia Nisa","doi":"10.1016/j.spc.2025.06.013","DOIUrl":null,"url":null,"abstract":"<div><div>Promoting a plant-based diet has become an important goal in tackling modern environmental challenges. While research examining the motivations behind plant-based diet have been conducted extensively in developed Western countries, evidence is lacking in developing countries including China, with the world's largest population and a rising meat demand. We examined three main motivations for plant-based diet (health, environmental and animal welfare) in Study 1 (cross-sectional survey N = 1000 across 25 provinces in China) and Study 2 (quasi-experimental field study in the cafeteria of an international joint venture University based in China [N = 35,471 food transactions over 19 weeks]). While Study 1 suggested that health and animal welfare motivations were the most significant predictors of choosing a plant-based diet, objective consumer choices from Study 2 showed more nuanced effects. More plant-based consumption was promoted by messages emphasizing animal and environmental benefits, but a reduction in actual meat consumption was only achieved when messages highlighting potential harms to human health were displayed. These results, as well as a misalignment between eating more vegetables and less meat dishes are subject to discussion and proposals for future research.</div></div>","PeriodicalId":48619,"journal":{"name":"Sustainable Production and Consumption","volume":"58 ","pages":"Pages 165-174"},"PeriodicalIF":10.9000,"publicationDate":"2025-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Sustainable Production and Consumption","FirstCategoryId":"93","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2352550925001356","RegionNum":1,"RegionCategory":"环境科学与生态学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
引用次数: 0
Abstract
Promoting a plant-based diet has become an important goal in tackling modern environmental challenges. While research examining the motivations behind plant-based diet have been conducted extensively in developed Western countries, evidence is lacking in developing countries including China, with the world's largest population and a rising meat demand. We examined three main motivations for plant-based diet (health, environmental and animal welfare) in Study 1 (cross-sectional survey N = 1000 across 25 provinces in China) and Study 2 (quasi-experimental field study in the cafeteria of an international joint venture University based in China [N = 35,471 food transactions over 19 weeks]). While Study 1 suggested that health and animal welfare motivations were the most significant predictors of choosing a plant-based diet, objective consumer choices from Study 2 showed more nuanced effects. More plant-based consumption was promoted by messages emphasizing animal and environmental benefits, but a reduction in actual meat consumption was only achieved when messages highlighting potential harms to human health were displayed. These results, as well as a misalignment between eating more vegetables and less meat dishes are subject to discussion and proposals for future research.
期刊介绍:
Sustainable production and consumption refers to the production and utilization of goods and services in a way that benefits society, is economically viable, and has minimal environmental impact throughout its entire lifespan. Our journal is dedicated to publishing top-notch interdisciplinary research and practical studies in this emerging field. We take a distinctive approach by examining the interplay between technology, consumption patterns, and policy to identify sustainable solutions for both production and consumption systems.