Promoting Plant-Based Choices Through Behavioral Design

How many times have you thought, “Perhaps I should try to eat less meat?” Whether prompted by a documentary on climate change, an adorable farm animal, or a blood pressure reading at the doctor’s office, it’s common to question whether our mealtime choices fit with our values. But for the meat-eaters among us, plant-based alternatives often feel inconvenient, unfamiliar, or socially abnormal. Even with the best of intentions, change is hard, and when going meatless feels like a sacrifice or threatens our sense of identity, the idea of plant-based alternatives can be hard to digest.

For public health advocates, sustainability strategists, and food system leaders looking to reduce our reliance on animal products, the issue is no longer about spreading awareness. Consumer food choices are deeply ingrained habits rooted in cultural identities, social norms, and economic choice environments that rarely incentivize healthy, sustainable options.¹ Traditional approaches to encourage meat reduction—such as making moral appeals to animal welfare issues or focusing on health education—rarely work to change dietary behaviors that are woven into our everyday routines. Even worse, coercing consumers or restricting their options often backfires, triggering stubborn psychological defense mechanisms.² As per-capita meat consumption continues to soar globally, we need another approach.¹⁷

Promoting plant-based choices requires strategies that work with human psychology. Behavioral science tells us that making subtle design shifts to decision-making environments can have a significant impact on consumers’ dietary decisions. In this article, we explore how evidence-based interventions like defaults, strategic product framing, and social proof can help break down psychological barriers and normalize plant-based options across a variety of food settings.