Plant-Based Only

Switch From Steak to Plant-Based

Combined Plant-Based
(Only|Switch)

Variable

b

Lower
95% C.I.

Upper
95% C.I.

b

Lower
95% C.I.

Upper
95% C.I.

b

Lower
95% C.I.

Upper
95% C.I.

Normative Beliefs and Expectations

How normal is it to order plant-based

0.16*

0.08

0.25

0.12*

0.04

0.21

0.14*

0.07

0.22

How many are currently reducing meat

0.23*

0.09

0.36

0.28*

0.14

0.41

0.25*

0.13

0.36

How many will reduce meat in the future

0.19*

0.06

0.33

0.2*

0.06

0.34

0.2*

0.08

0.32

How many think others should reduce meat

0.14

-0.01

0.28

0.22*

0.07

0.38

0.18*

0.04

0.31

Belief that others should limit meat consumption

0.13*

0.04

0.21

0.11*

0.03

0.20

0.12*

0.05

0.20

Entertainment Value

How much do you like: Clip

-0.02

-0.10

0.07

0.04

-0.05

0.13

0.01

-0.07

0.08

How much do you like: Miranda

-0.08

-0.17

0.01

-0.06

-0.16

0.03

-0.07

-0.15

0.01

How much do you like: Charlotte

0.03

-0.06

0.11

0.03

-0.06

0.12

0.03

-0.05

0.11

Perceived Benefits and Barriers

Would reducing meat benefit or harm you

0.05

-0.03

0.13

0.05

-0.04

0.13

0.05

-0.02

0.12

Worry about ability to order enjoyable plant-based

0.02

-0.05

0.09

0.05

-0.03

0.12

0.03

-0.03

0.09

Benefits: Trends

0.03

-0.03

0.10

0.06

-0.01

0.13

0.05

-0.01

0.10

Benefits: Social approval

0.03

-0.03

0.08

0.02

-0.04

0.08

0.02

-0.03

0.07

Benefits: Health

0.09*

0.02

0.16

0.05

-0.02

0.12

0.07*

0.01

0.13

Benefits: Appearance

0.07*

0.01

0.14

0.02

-0.06

0.09

0.05

-0.01

0.11

Benefits: Environmental

0.13*

0.06

0.20

0.1*

0.03

0.17

0.12*

0.06

0.18

Behavioral Intentions

Confidence in ability to reduce meat

0.03

-0.04

0.10

-0.01

-0.08

0.06

0.01

-0.05

0.07

Intention to reduce meat in the next 12 months

0.5

-0.82

1.81

1.09

-0.28

2.46

0.77

-0.40

1.93

Note: Table shows treatment effect relative to the Steak condition.
* p < .05

Plant-Based Only

Switch From Steak to Plant-Based

Combined Plant-Based
(Only|Switch)

Binary Variable

OR

Lower 95% C.I.

Upper 95% C.I.

OR

Lower 95% C.I.

Upper 95% C.I.

OR

Lower 95% C.I.

Upper 95% C.I.

Reducing meat is the right thing to do

1.15

0.99

1.33

1.32*

1.13

1.54

1.22*

1.07

1.39

Interest in receiving information and recipes

1.03

0.89

1.19

1

0.86

1.16

1.02

0.89

1.16

Note: Table shows treatment effect relative to the Steak condition.
* p < .05