Adding Dynamic Norm to Environmental Information in Messages Promoting the Reduction of Meat Consumption

Research has shown that dynamic norm information can promote pro-environmental actions (i.e. information indicating that a growing number of people are behaving pro-environmentally). Yet, the question remains whether adding dynamic norm information would increase the effectiveness of information on the environmental consequences of behavior. We compared the effects of environmental information with versus without dynamic norm information on encouraging reductions in meat consumption, and whether effects would depend on receivers' intrinsic motivation. We also explored whether message effectiveness would vary according to receivers' intrinsic motivation to reduce meat consumption. In total 197 volunteers participated in a one-month messaging intervention through a chatbot. Results showed that both environmental and environmental + dynamic norm messages increased positive attitude towards reducing meat consumption, and decreased meat consumption. These effects were still present at follow-up (i.e. one month after the intervention stopped). Interestingly, both messages particularly persuaded receivers with a relatively weak intrinsic motivation to reduce meat consumption, while environmental only messages were even counterproductive in receivers with a relatively strong intrinsic motivation. These results advance our comprehension of the effects of messages aimed at reducing meat consumption.