This study explores the interaction between message framing (positive vs. negative emphasis) and variety-seeking tendencies in influencing attitudes and intentions toward plant-based foods. It aims to understand how these elements impact the effectiveness of messages promoting the consumption of plant-based foods. A 2x2 between-subjects design was employed, involving 171 undergraduate students in Thailand. The results revealed that contrary to expectations, no significant differences were found between gain- and loss-framed messages in influencing attitudes or intentions towards plant-based foods. However, individuals with high variety-seeking tendencies showed more positive attitudes towards plant-based foods and stronger intentions to consume them, compared to those with low variety-seeking tendencies. A significant interaction effect was observed for consumption intentions among high variety-seekers, indicating a nuanced relationship between message framing and individual characteristics. This study highlights the complexity of using message framing to influence dietary choices, emphasizing the importance of tailoring messages to individual differences, such as variety-seeking tendencies. It also suggests that while variety-seeking influences openness to plant-based foods, the persuasive impact of message framing requires further investigation. These insights are valuable for designing more effective communication strategies to promote plant-based diets among diverse consumer segments.

Authors:
Supathida Kulpavaropas, Mahidol University International College, Thailand

About the Presenter(s)
Dr. Supathida Kulpavaropas is currently a lecturer in the Media and Communication Program at Mahidol University International College.

See this presentation on the full schedule – Sunday Schedule

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