Can social norms motivate Thermomix® users to eat sustainably?

Modern food systems, but especially animal farming, are found to be the leading driver of global climate change, accounting for 30% of the world’s greenhouse gas emissions. Simultaneously, diets high in animal proteins cause serious health issues worldwide, including premature death, and will force health insurance companies to face significantly increasing costs. Therefore, an urgent transformation towards sustainable dietary choices is required by increasing plant-based diets while decreasing animal proteins. This will create environmental, social, and economic value. By applying value orientation and nudging theory, this research proposes (1) a positive impact of social norms on sustainable behaviour, (2) which is increased by self-transcendence values. These hypotheses were analysed using ordered logit models based on survey data obtained from users of a recipe website. Findings suggest that although a self-transcendence value orientation enhances sustainable dietary choices, social norm nudges are ineffective. Keywords: celebrity recommendation nudge, nudging, online food platform, sustainable behaviour, sustainable foo