Can social norms motivate Thermomix® users to eat sustainably?

Clara Amend*, Elena Cavagnaro

*Corresponding author for this work

    Research output: Contribution to journalArticleAcademicpeer-review

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    Abstract

    Modern food systems, but especially animal farming, are found to be the leading driver of global climate change, accounting for 30% of the world’s greenhouse gas emissions. Simultaneously, diets high in animal proteins cause serious health issues worldwide, including premature death, and will force health insurance companies to face significantly increasing costs. Therefore, an urgent transformation towards sustainable dietary choices is required by increasing plant-based diets while decreasing animal proteins. This will create environmental, social, and economic value. By applying value orientation and nudging theory, this research proposes (1) a positive impact of social norms on sustainable behaviour, (2) which is increased by self-transcendence values. These hypotheses were analysed using ordered logit models based on survey data obtained from users of a recipe website. Findings suggest that although a self-transcendence value orientation enhances sustainable dietary choices, social norm nudges are ineffective.
    Original languageEnglish
    Pages (from-to)121-135
    Number of pages15
    JournalResearch in Hospitality Management
    Volume11
    Issue number2
    DOIs
    Publication statusPublished - 2-Jun-2021

    Keywords

    • Celebrity recommendation nudge
    • Nudging
    • Online food platform
    • Sustainable behaviour
    • sustainable food consumption

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