When Moral Appeals Backfire and Discourage the Adoption of Plant-Based Meat Alternatives
Science Communication: Linking Theory and Practice
Published online on August 04, 2026
Abstract
Science Communication, Ahead of Print.
Public campaigns use moral appeals to promote a plant-based meat diet, but such appeals can also backfire. We found that the animal welfare appeal prompted higher purchase intention only among individuals with lower meat attachment and was damaging among ...
Public campaigns use moral appeals to promote a plant-based meat diet, but such appeals can also backfire. We found that the animal welfare appeal prompted higher purchase intention only among individuals with lower meat attachment and was damaging among ...