Testing behaviour change strategies to increase plant-based meal choices: Two field experiments in Belgian social restaurants
1
Department of Communication Science, KU Leuven, Leuven, Belgium
Popul. Med. 2026;8(Supplement Supplement 1):
ABSTRACT
INTRODUCTION:
In middle- and high-income countries, meat consumption is higher among adults with lower socioeconomic status (SES) compared to those with high SES.1,2 Social norms and menu repositioning have shown promise in nudging individuals towards healthier and sustainable dietary behaviours,3-7 yet evidence among low SES groups remains limited.8 Social restaurants, which offer low-priced meals to low-income families, are therefore important settings for promoting plant-based foods. This research presents preliminary findings and an ongoing study on the effectiveness and acceptability of interventions promoting plant-based meals in social restaurants.
METHODS:
Through a pre-post design, study 1 tested whether social norm messages can decrease meat consumption in four social restaurants. McNemar’s test and multilevel analyses assessed changes in meal preferences and psychosocial variables. In study 2, eleven social restaurants (serving on average 30000 meals per month) are assigned to one of four conditions: (1) no intervention, (2) social norm campaign, (3) menu repositioning, or (4) a combination of interventions. Sales data will be analyzed to evaluate intervention effectiveness, and post-intervention surveys will measure intervention acceptability.
RESULTS:
In study 1, 75 visitors completed the pre test and 57 completed the post test. Findings indicate that the intervention campaign did not significantly increase plant-based meal choices (χ²=2.08, p=.15). However, the campaign was highly accepted by participants, being rated as clear (M=4.53, SD=.79), credible (M=4.04, SD=.90), and visually appealing (M=4.36, SD=.85). Given the short intervention period, limited sample size, and potential self report bias, study 2 is ongoing to more robustly evaluate effects, results will be presented at the conference.
CONCLUSIONS:
Preliminary findings suggest that while social norm messaging alone may not be sufficient to improve meal choices, the intervention was feasible and well‑received. Ongoing research will clarify whether combining social norms with menu‑positioning strategies can more effectively promote plant‑based eating in social restaurants.
In middle- and high-income countries, meat consumption is higher among adults with lower socioeconomic status (SES) compared to those with high SES.1,2 Social norms and menu repositioning have shown promise in nudging individuals towards healthier and sustainable dietary behaviours,3-7 yet evidence among low SES groups remains limited.8 Social restaurants, which offer low-priced meals to low-income families, are therefore important settings for promoting plant-based foods. This research presents preliminary findings and an ongoing study on the effectiveness and acceptability of interventions promoting plant-based meals in social restaurants.
METHODS:
Through a pre-post design, study 1 tested whether social norm messages can decrease meat consumption in four social restaurants. McNemar’s test and multilevel analyses assessed changes in meal preferences and psychosocial variables. In study 2, eleven social restaurants (serving on average 30000 meals per month) are assigned to one of four conditions: (1) no intervention, (2) social norm campaign, (3) menu repositioning, or (4) a combination of interventions. Sales data will be analyzed to evaluate intervention effectiveness, and post-intervention surveys will measure intervention acceptability.
RESULTS:
In study 1, 75 visitors completed the pre test and 57 completed the post test. Findings indicate that the intervention campaign did not significantly increase plant-based meal choices (χ²=2.08, p=.15). However, the campaign was highly accepted by participants, being rated as clear (M=4.53, SD=.79), credible (M=4.04, SD=.90), and visually appealing (M=4.36, SD=.85). Given the short intervention period, limited sample size, and potential self report bias, study 2 is ongoing to more robustly evaluate effects, results will be presented at the conference.
CONCLUSIONS:
Preliminary findings suggest that while social norm messaging alone may not be sufficient to improve meal choices, the intervention was feasible and well‑received. Ongoing research will clarify whether combining social norms with menu‑positioning strategies can more effectively promote plant‑based eating in social restaurants.
| eISSN: | 2654-1459 |
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