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

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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.)
References: BMC Med. 2025 Mar 11;23(1):150. (PMID: 40069714)
PLoS Med. 2016 Apr 05;13(4):e1001990. (PMID: 27046234)
Appetite. 2024 Apr 1;195:107227. (PMID: 38272187)
Psychol Sci. 2017 Nov;28(11):1663-1674. (PMID: 28961062)
Front Psychol. 2020 Jun 18;11:1385. (PMID: 32655456)
Adv Nutr. 2016 Nov 15;7(6):1005-1025. (PMID: 28140320)
J Pers Soc Psychol. 2011 Mar;100(3):433-48. (PMID: 21171790)
Health Place. 2013 Jan;19:116-23. (PMID: 23220374)
Int J Behav Nutr Phys Act. 2023 Jun 20;20(1):73. (PMID: 37340326)
Nutrients. 2019 Nov 20;11(12):. (PMID: 31757067)
Appetite. 2022 Feb 1;169:105824. (PMID: 34826525)
Appetite. 2024 May 1;196:107278. (PMID: 38373537)
Health Psychol. 2014 Sep;33(9):1057-64. (PMID: 24295025)
Appetite. 2022 Jan 1;168:105739. (PMID: 34648912)
Public Health Nutr. 2021 Feb;24(2):327-337. (PMID: 32928335)
Am J Clin Nutr. 2024 Jul;120(1):80-91. (PMID: 38960579)
Appetite. 2013 Nov;70:1-5. (PMID: 23791633)
J Nutr Educ Behav. 2012 Jan-Feb;44(1):66-70. (PMID: 21982579)
Appetite. 2019 Feb 1;133:286-296. (PMID: 30468803)
BMC Public Health. 2020 Apr 2;20(1):376. (PMID: 32238154)
Perspect Psychol Sci. 2022 Mar;17(2):346-359. (PMID: 34424801)
Appetite. 2015 Mar;86:38-44. (PMID: 25451578)
Int J Public Health. 2013 Aug;58(4):637-42. (PMID: 23089674)
R Soc Open Sci. 2024 Jun 26;11(6):240407. (PMID: 39100183)
J Clin Epidemiol. 2017 May;85:45-49. (PMID: 28342902)
Appetite. 2003 Aug;41(1):15-20. (PMID: 12880617)
Lancet. 2019 Feb 2;393(10170):447-492. (PMID: 30660336)
Proc Natl Acad Sci U S A. 2011 Jun 28;108 Suppl 2:10918-25. (PMID: 21690340)
Appetite. 2020 Jan 1;144:104478. (PMID: 31563453)
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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  Data: Social norm intervention in real-world supermarkets in the Netherlands: A quasi-experimental evaluation of effects on perceived social norms and meat substitute purchases.
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  Data: <searchLink fieldCode="AU" term="%22Wolfswinkel+SMM%22">Wolfswinkel SMM</searchLink>; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.<br /><searchLink fieldCode="AU" term="%22Raghoebar+S%22">Raghoebar S</searchLink>; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.<br /><searchLink fieldCode="AU" term="%22de+Vet+E%22">de Vet E</searchLink>; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.; Urban Economics, Wageningen University & Research, Wageningen, The Netherlands.<br /><searchLink fieldCode="AU" term="%22Poelman+MP%22">Poelman MP</searchLink>; Consumption & Healthy Lifestyles Group, Wageningen University & Research, Wageningen, The Netherlands.
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  Data: <searchLink fieldCode="MM" term="%22Social+Norms%22">Social Norms*</searchLink> <br /><searchLink fieldCode="MM" term="%22Meat+Substitutes%22">Meat Substitutes*</searchLink> <br /><searchLink fieldCode="MM" term="%22Consumer+Behavior%22">Consumer Behavior*</searchLink> <br /><searchLink fieldCode="MM" term="%22Food+Markets%22">Food Markets*</searchLink> <br /><searchLink fieldCode="MM" term="%22Social+Perception%22">Social Perception*</searchLink><br /><searchLink fieldCode="MH" term="%22Humans%22">Humans</searchLink> ; <searchLink fieldCode="MH" term="%22Netherlands%22">Netherlands</searchLink> ; <searchLink fieldCode="MH" term="%22Female%22">Female</searchLink> ; <searchLink fieldCode="MH" term="%22Male%22">Male</searchLink> ; <searchLink fieldCode="MH" term="%22Adult%22">Adult</searchLink> ; <searchLink fieldCode="MH" term="%22Young+Adult%22">Young Adult</searchLink> ; <searchLink fieldCode="MH" term="%22Middle+Aged%22">Middle Aged</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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.<br /> (© 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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  Data: BMC Med. 2025 Mar 11;23(1):150. (PMID: <searchLink fieldCode="PM" term="%2240069714%22">40069714)</searchLink><br />PLoS Med. 2016 Apr 05;13(4):e1001990. (PMID: <searchLink fieldCode="PM" term="%2227046234%22">27046234)</searchLink><br />Appetite. 2024 Apr 1;195:107227. (PMID: <searchLink fieldCode="PM" term="%2238272187%22">38272187)</searchLink><br />Psychol Sci. 2017 Nov;28(11):1663-1674. (PMID: <searchLink fieldCode="PM" term="%2228961062%22">28961062)</searchLink><br />Front Psychol. 2020 Jun 18;11:1385. (PMID: <searchLink fieldCode="PM" term="%2232655456%22">32655456)</searchLink><br />Adv Nutr. 2016 Nov 15;7(6):1005-1025. (PMID: <searchLink fieldCode="PM" term="%2228140320%22">28140320)</searchLink><br />J Pers Soc Psychol. 2011 Mar;100(3):433-48. (PMID: <searchLink fieldCode="PM" term="%2221171790%22">21171790)</searchLink><br />Health Place. 2013 Jan;19:116-23. (PMID: <searchLink fieldCode="PM" term="%2223220374%22">23220374)</searchLink><br />Int J Behav Nutr Phys Act. 2023 Jun 20;20(1):73. (PMID: <searchLink fieldCode="PM" term="%2237340326%22">37340326)</searchLink><br />Nutrients. 2019 Nov 20;11(12):. (PMID: <searchLink fieldCode="PM" term="%2231757067%22">31757067)</searchLink><br />Appetite. 2022 Feb 1;169:105824. (PMID: <searchLink fieldCode="PM" term="%2234826525%22">34826525)</searchLink><br />Appetite. 2024 May 1;196:107278. (PMID: <searchLink fieldCode="PM" term="%2238373537%22">38373537)</searchLink><br />Health Psychol. 2014 Sep;33(9):1057-64. (PMID: <searchLink fieldCode="PM" term="%2224295025%22">24295025)</searchLink><br />Appetite. 2022 Jan 1;168:105739. (PMID: <searchLink fieldCode="PM" term="%2234648912%22">34648912)</searchLink><br />Public Health Nutr. 2021 Feb;24(2):327-337. (PMID: <searchLink fieldCode="PM" term="%2232928335%22">32928335)</searchLink><br />Am J Clin Nutr. 2024 Jul;120(1):80-91. (PMID: <searchLink fieldCode="PM" term="%2238960579%22">38960579)</searchLink><br />Appetite. 2013 Nov;70:1-5. (PMID: <searchLink fieldCode="PM" term="%2223791633%22">23791633)</searchLink><br />J Nutr Educ Behav. 2012 Jan-Feb;44(1):66-70. (PMID: <searchLink fieldCode="PM" term="%2221982579%22">21982579)</searchLink><br />Appetite. 2019 Feb 1;133:286-296. (PMID: <searchLink fieldCode="PM" term="%2230468803%22">30468803)</searchLink><br />BMC Public Health. 2020 Apr 2;20(1):376. (PMID: <searchLink fieldCode="PM" term="%2232238154%22">32238154)</searchLink><br />Perspect Psychol Sci. 2022 Mar;17(2):346-359. (PMID: <searchLink fieldCode="PM" term="%2234424801%22">34424801)</searchLink><br />Appetite. 2015 Mar;86:38-44. (PMID: <searchLink fieldCode="PM" term="%2225451578%22">25451578)</searchLink><br />Int J Public Health. 2013 Aug;58(4):637-42. (PMID: <searchLink fieldCode="PM" term="%2223089674%22">23089674)</searchLink><br />R Soc Open Sci. 2024 Jun 26;11(6):240407. (PMID: <searchLink fieldCode="PM" term="%2239100183%22">39100183)</searchLink><br />J Clin Epidemiol. 2017 May;85:45-49. (PMID: <searchLink fieldCode="PM" term="%2228342902%22">28342902)</searchLink><br />Appetite. 2003 Aug;41(1):15-20. (PMID: <searchLink fieldCode="PM" term="%2212880617%22">12880617)</searchLink><br />Lancet. 2019 Feb 2;393(10170):447-492. (PMID: <searchLink fieldCode="PM" term="%2230660336%22">30660336)</searchLink><br />Proc Natl Acad Sci U S A. 2011 Jun 28;108 Suppl 2:10918-25. (PMID: <searchLink fieldCode="PM" term="%2221690340%22">21690340)</searchLink><br />Appetite. 2020 Jan 1;144:104478. (PMID: <searchLink fieldCode="PM" term="%2231563453%22">31563453)</searchLink>
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