Loss framing effect on reducing excessive red and processed meat consumption: Evidence from Italy

Area of Science:

• Public Health
• Behavioral Science
• Nutritional Science

Background:

• High meat consumption poses significant public health challenges, particularly in industrialized nations.
• Low-cost interventions, such as emotionally provocative health information, show potential for promoting dietary changes.
• Understanding the profile of individuals overconsuming red and processed meat is essential for targeted interventions.

Purpose of the Study:

• To identify characteristics associated with overconsumption of red and processed meat among Italians.
• To evaluate the effectiveness of two health frame-nudges (societal and individual impact) in reducing future meat consumption intentions.
• To explore demographic and perceptual factors influencing nudge effectiveness.

Main Methods:

• An online experimental survey was conducted with a national sample (N=1142) of Italian adults.
• A between-subjects design tested the impact of societal versus individual impact health frame-nudges.
• Statistical analysis identified predictors of meat overconsumption and factors moderating nudge effectiveness.

Main Results:

• Omnivore diet, higher-than-peer meat consumption, larger household size, and positive moral perception of meat were linked to overconsumption.
• Both societal and individual impact nudges significantly increased intentions to reduce meat consumption.
• Nudges were more effective for females, households with children, and individuals perceiving their health status as low.

Conclusions:

• Targeted health messaging, emphasizing societal or individual consequences, can effectively encourage meat reduction in overconsumers.
• Dietary habits, social norms, household structure, and personal health perceptions influence meat consumption patterns.
• Interventions should consider demographic and psychological factors to maximize the impact of health-promotion strategies.