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Positive emotional appeals on plant-based protein packaging: effects of empathy-evoking messages on gen Z protein choice
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Resumo(s)
This study examines whether positive emotional appeals on plant-based packaging shift Gen Z consumers toward more sustainable protein choices. Across three experiments (N = 250), empathy-, pride-, and hope-based messages were compared with a control condition. All
appeals increased the selection of the plant-based option, with significant effects for pride and hope, and a marginal effect for empathy. Despite small directional trends, no significant moderation by political orientation or centrality of religion, or mediation via self-efficacy
emerged. Findings indicate that emotional framing can narrow, but not fully close, the intention–behavior gap in sustainable consumption.
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Consumer behavior Plant-based proteins Emotions Nudging Meat consumption Sustainability