Communicating Trends in Sustainability Transitions: Minority Beliefs and Dynamic Norms about Plant-Based Food Consumption

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.