EXPRESS: Effectiveness of message framing in changing restaurant diners’ plant-based meat consumption

Drawing on regulatory fit theory, construal level theory, and means-end theory, this research examined the effects of message framing, message information, and message description on restaurant diners’ consumption intentions (CI) and the amount they would be willing to pay more ($WTP) for a plant-based diet. The study employed a mixed between-within-group methodology with a micro-longitudinal 2 (gain vs. loss framing) × 2 (health vs. environment information) × 2 (attribute-based vs. benefit-based description) scenario-based experimental design. An analysis of 361 survey responses revealed that health information should be conveyed through gain-framed messages with benefit-based descriptions, whereas environment information should be conveyed through loss-framed messages with attribute-based descriptions. These results enriched our understanding of diners’ attitudes towards plant-based meat consumption. Findings laid a theoretical foundation for future studies and present practical implications for the hospitality industry.