We investigated the effect of health and environmental information messages on purchases of meat and plant‐based alternatives in a non‐hypothetical online supermarket experiment. When controlling for observables, we find the health information nudge to be effective at motivating meat eaters to purchase plant‐based meat alternatives. This effect is absent when providing environmental information or its combination with health information. We also find that meat eaters implicitly perceive meat to be healthier but environmentally unsustainable compared to plant‐based alternatives. Our findings provide insights as to how to steer consumers towards meat alternative purchases under different information types in an online supermarket.

We implement a non-hypothetical online grocery shopping experiment to study the impact of health and environment related information nudges on consumers' purchases of meat and plant-based meat alternatives. More specifically, we exogenously manipulate an information message to appear next to meat and plantbased meat products while subjects make purchasing decisions. Subjects receive one of four treatments at random: 1) Health treatment, which displays information about the health benefits of eating less meat; 2) Environment treatment, which presents a message related to the environmental impact of reducing meat consumption; 3) Combined treatment, which displays a message that combines the information from the health and environment messages; and 4) Control, where no information is provided. Moreover, we elicit subjects' implicit association between healthiness and environmental impact of meat and plant-based meat using two implicit association tests. We find the environmental message to be an effective instrument for motivating meat eaters to purchase plant-based meat products. We also find that, on average, meat eaters in our sample implicitly perceive meat to be healthier but environmentally unsustainable compared to plant-based meat products. Furthermore, using a latent class analysis (LCA), we identify three distinct latent classes based on subjects' preferences for purchasing meat products and their plant-based meat purchases frequency. Members in Class 1 are driven by the taste and price of meat products, whereas Class 2 expresses high attention for health and environmental impact attributes and Class 3 is open to reduce their meat consumption. The LCA indicates heterogeneity of preferences across meat eaters, suggesting future interventions can target to specific consumer segments, instead of focus on general meat eaters. Overall, our findings provide implications for policy makers and food marketers as to whether meat eaters can be steered toward purchasing plant-based meat under different behavioral nudges.