The effect of social norms on vegetarian choices is moderated by intentions to follow a vegetarian diet in the future: Evidence from a laboratory and field study.

Social norms could be a tool in dietary transition toward more sustainable diets, but the results of social norms interventions aimed at encouraging the selection of plant-based foods to date have been inconsistent. One reason for this might be because there are important moderating factors that have yet to be investigated. Here we examine social modeling of vegetarian food choices and test whether modeling is dependent upon individual intentions to follow a vegetarian diet in the future in two different settings.

Social modeling of food choices in real life conditions concerns specific food categories.

The social context of eating has a profound effect on consumption choices. Social modeling, that involves using others' behavior as a guide for appropriate consumption, has been well documented for food intake, but less is known about social modeling of food choices. Moreover, social modeling has mainly been studied in laboratory settings.