This chapter explores the role of framing in promoting sustainable behaviors, with a focus on how emphasizing benefits rather than restrictions in message framing can drive more sustainable food choices such as plant-based consumption. Drawing from both theoretical frameworks and empirical research, this chapter delves into how message framing can reshape perceptions and increase engagement in sustainability efforts. A case study on promoting vegan food is presented to illustrate the practical application of framing in encouraging plant-based diets. The case study examines how highlighting health and environmental benefits can help in overcoming barriers to vegan food adaptation, such as perceptions of taste and satisfaction. By positioning plant-based eating as a positive and beneficial choice, this approach can shift public attitudes toward more sustainable food consumption. The chapter concludes with recommendations for leveraging positive cues in various contexts, from public campaigns to product marketing, to foster long-term sustainable behavior change.
Elsevier, The Sustainable Food Choice, 2025, Pages 249-263
