Increasing meat-free meal selections: The role of social identity salience and identity-related meal names

Avoiding meat overconsumption is good for the environment and people's health. Changing meal names represents a simple, cost-effective way of increasing meat-free meal selection in restaurants. In the past, however, this approach has shown limited effectiveness. The activation of different social identities may explain inconsistencies in prior findings and offer a powerful leverage point for influencing meal choices. We recruited participants (N = 899) who identified as “meat-eaters” for an online experiment in which they were asked to select a meal from a menu that included meat-free and meat-based burgers. We manipulated (1) social identity salience (meat-eater identity; sustainable identity; personal identity) and (2) the meal names on the menu (vegetarian name; sustainable name; neutral name). Our findings show that activating a sustainable identity significantly increases the odds of selecting a meat-free burger (22%) compared to alternative identity conditions (meat-eater identity 12%, personal identity 12%). Sustainable meal names outperform vegetarian but not neutral meal names (sustainable name 20%, vegetarian name 12%, neutral name 15%). When participants who previously selected a meat-based burger (N = 760) were limited to meat-free menu options, satisfaction and enjoyment ratings dropped steeply. This drop was significantly stronger in the meat-eater identity condition. Accounting for identity salience can lead to more targeted, improved interventions that increase meat-free meal selections by accounting for people's different social identities and the social context in which food consumption tends to occur. •Social identity salience plays a key role in sustainable meal choices.•More meat-free meals are selected when a sustainable social identity is salient.•Sustainable names for meat-free meals are more effective than vegetarian names.•Recommendations are drawn for food outlets and for future research.