Framing Strategies and Consumer Willingness to Adopt Plant-Based Diets

The current food system places unsustainable pressure on environmental resources. As livestock farming contributes significantly to greenhouse gas emissions, land degradation, biodiversity loss, and deforestation, shifting toward plant-based diets is widely recognized as a critical strategy for mitigating the environmental impact of current dietary patterns. Despite the increasing awareness, public support and behavioural adoption of plant-based diets remain limited. This study investigates how framing strategies influence consumers' willingness to adopt a fully plant-based diet. Specifically, it examines the interaction between gain vs. loss framing and individual vs. societal value-based arguments, addressing the research question: How do framing strategies and types of arguments affect consumers' willingness to adopt a fully plant-based diet? To explore this question, an experimental survey design was employed. Respondents (N = 169) were randomly assigned to one of four message conditions that varied by framing type and argument focus. The primary dependent variable was self-reported willingness to adopt a plant-based diet; two validated psychological scales, namely meat attachment and food choice motives, were included as covariates to control for individual differences. Data were analysed using ANCOVA to assess main and interaction effects of the experimental condition on willingness, while adjusting for covariates. The overall model was significant. However, argument type and framing did not have a statistically significant effect once covariates were controlled. In contrast, both meat attachment and food choice motives were strong predictors (p < .001), underscoring the importance of pre-existing attitudes in shaping openness to dietary change. These findings suggest that while framing strategies alone may not directly influence willingness, individual-level psychological factors play a more decisive role. Future research should further investigate the conditions under which framing may be effective, perhaps by tailoring messages to audience profiles or combining them with behavioural nudges. This study highlights the relevance of psychological dispositions in communication design and reinforces the need to consider deeper motivational barriers when promoting sustainable food transitions.