Social norm intervention in real-world supermarkets in the Netherlands: A quasi-experimental evaluation of effects on perceived social norms and meat substitute purchases.

Λεπτομέρειες βιβλιογραφικής εγγραφής
Τίτλος:	Social norm intervention in real-world supermarkets in the Netherlands: A quasi-experimental evaluation of effects on perceived social norms and meat substitute purchases.
Συγγραφείς:	Wolfswinkel SMM; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands., Raghoebar S; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands., de Vet E; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.; Urban Economics, Wageningen University & Research, Wageningen, The Netherlands., Poelman MP; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.
Πηγή:	Applied psychology. Health and well-being [Appl Psychol Health Well Being] 2026 Jun; Vol. 18 (3), pp. e70159.
Τύπος έκδοσης:	Journal Article
Γλώσσα:	English
Στοιχεία περιοδικού:	Publisher: Blackwell Country of Publication: England NLM ID: 101502957 Publication Model: Print Cited Medium: Internet ISSN: 1758-0854 (Electronic) Linking ISSN: 17580854 NLM ISO Abbreviation: Appl Psychol Health Well Being Subsets: MEDLINE
Imprint Name(s):	Original Publication: Oxford : Blackwell
Ιατρικοί όροι (MeSH):	Social Norms* , Meat Substitutes* , Consumer Behavior* , Food Markets* , Social Perception*, Humans ; Netherlands ; Female ; Male ; Adult ; Young Adult ; Middle Aged
Περίληψη:	Social norm perceptions are implicit rules of conduct that describe what is normal and acceptable behavior. Changing social norm perceptions through textual and physical social norm communications can be a promising approach to changing behavior. Past studies, however, primarily relied on controlled (lab) experiments, leaving it unanswered to what extent these norm communications relate to social norm perceptions in a complex context. The present study addresses this issue for meat substitute purchases: to what extent can a social norm intervention in real-world supermarkets stimulate meat substitute purchases, and to what extent do social norm perceptions favoring meat substitute purchases mediate this relationship? A 13-week social norm intervention was implemented in three experimental supermarkets (with n = 3 matched control stores). Social norms were communicated textually on stickers and banners in the meat aisle and physically through increased shelf space for meat substitutes and island shelves with legumes. A total of N = 639 participants (n = 327 control) completed a survey upon exiting the supermarket, measuring social norm perceptions and collecting receipts to measure meat substitute purchases in grams. Results show that the likelihood of meat substitute purchases was OR = 3.6 times larger in intervention supermarkets (B = 1.28, SE = 0.512, z = 2.50, p = .012) than in control stores. However, their norm perceptions did not differ between intervention and control stores. In sum, a social normative intervention in a complex surrounding may impact purchasing behavior, but the mechanism driving this remains to be identified. (© 2026 The Author(s). Applied Psychology: Health and Well‐Being published by John Wiley & Sons Ltd on behalf of International Association of Applied Psychology.)
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Contributed Indexing:	Keywords: dynamic norms; intervention; meat; meat substitutes; real‐world supermarkets; social norms
Entry Date(s):	Date Created: 20260508 Date Completed: 20260716 Latest Revision: 20260813
Update Code:	20260813
PubMed Central ID:	PMC13155190
DOI:	10.1111/aphw.70159
PMID:	42101324
Βάση Δεδομένων:	MEDLINE

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ISSN:	1758-0854
DOI:	10.1111/aphw.70159