Mock meat in the butchery: Nudging consumers toward meat substitutes

Is it possible to nudge consumers to swap their chicken sandwich for a meat substitute? A field study tests whether adapting the choice architecture of a large retail store increases the purchase of meat substitutes among nonusers. Instead of offering meat substitutes exclusively in a separate, vegetarian section, this study places them next to similar meat products in the butchery. As such, we (1) increase the meat substitutes’ visibility and...