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Plant Based Diets : Effects of Framing on Willingness to Adopt Plant-Based Diets

University of British Columbia. Botanical Garden and Centre for Plant Research; University of British Columbia. Institute for Resources, Environment and Sustainability; University of British Columbia. Campus and Community Planning

This paper examines the effects of framing on willingness to adopt a plant-based diet. Framing involves the presentation of either a gain frame or a loss frame of the definition of a plant-based diet. The hypothesis is that a gain frame will increase the number of days per week a participant is willing to adopt the diet when compared to a loss frame. To test the hypothesis, an online survey was distributed through social media and UBC course website channels. Participants (N=152) were randomly assigned to one of three of the conditions. Additional survey items investigated participants’ perceptions of the composition of a plant-based diet and their top barriers in adopting a plant-based diet. A one-way between subjects ANOVA was conducted. There was a significant effect of framing on willingness to adopt a plant-based diet at the p<0.1 level for the three conditions [F(2)=2.550, p=0.081]. A post-hoc Tukey test showed the difference between control-loss and loss-gain is significant (Ptukey=0.143 and 0.114 respectively) and the difference between control-gain is not significant (Ptukey=0.996). A weighted sum model determined routine as the top-rated barrier in adopting a plant-based diet. The implications of these findings have practical applications relevant to UBC Food Services. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

Report

eng

2018-12-12

Attribution-NonCommercial-NoDerivatives 4.0 International

http://hdl.handle.net/2429/68049

UBCV

Undergraduate

DSpace