| Creators: |
Eßbach, Michaela and Amann, Bianca |
| Title: |
Shaping Attitudes Toward Plant-Based Foods: The Role of Vegan Celebrities |
| Item Type: |
Conference or Workshop Item |
| Event Title: |
First Conference of the DGPs Interest Group „Human — Climate — Sustainability“, Thema: “Human, Responsibility, Climate Crisis: Psychology in Societal Dialogue” |
| Event Location: |
Hannover, Germany |
| Event Dates: |
24.- 25. März 2026 |
| Date: |
March 2026 |
| Divisions: |
Wirtschaftswissenschaften |
| Abstract (ENG): |
Promoting plant-based diets is essential for sustainable transformation, yet public acceptance remains limited and may depend on who communicates such messages. Drawing on the match-up hypothesis (Kamins & Gupta, 1994), source credibility theory (Hovland, Janis, & Kelley, 1953), and social identity perspectives, we examine whether celebrities whose personal lifestyles align with plant-based consumption are more persuasive compared with celebrities without such a lifestyle. In an online-experiment (N = 218), participants viewed ads for oat milk and plant-based schnitzel either featuring a vegan or a non-vegan celebrity. Vegan celebrities were perceived as more credible, elicited more positive product evaluations and higher purchase intentions than non-vegan celebrities. Exploratory analyses further indicate that these effects vary by participants’ own dietary identities, suggesting that these effects are stronger for participants identifying as vegetarian or vegan, but weaker for participants identifying as having an omnivorous dietary identity. These findings highlight the importance of identity fit and credible messengers in fostering acceptance of sustainable food practices and inform strategies for effective environmental communication. |
| Forthcoming: |
No |
| Language: |
English |
| Citation: |
Eßbach, Michaela and Amann, Bianca
(2026)
Shaping Attitudes Toward Plant-Based Foods: The Role of Vegan Celebrities.
In: First Conference of the DGPs Interest Group „Human — Climate — Sustainability“, Thema: “Human, Responsibility, Climate Crisis: Psychology in Societal Dialogue”, 24.- 25. März 2026, Hannover, Germany.
|
 |
View Item in edit mode (academic staff only) |
