Attempts to correct pluralistic ignorance concerning the reduction of meat intake in Dutch supermarkets: A field study

Changing environments to stimulate healthy and sustainable food choices is increasingly relevant, as inaccurate group perceptions of others' attitudes and behaviors, known as pluralistic ignorance, can lead to choices that conflict with personal values. Supermarkets, as environments where many food choices are made, present a unique opportunity for addressing such misperceptions. In this field study (baseline N = 202, intervention N = 199), we assessed the presence of pluralistic ignorance in a Dutch supermarket context and implemented an intervention aimed at correcting these misperceptions. Using a mixed-methods approach with supermarket customers, we measured participants' perceptions of their own and other customers' beliefs about sustainable food choices, particularly meat reduction. An intervention communicating actual norms was used to address misperceptions. The results confirmed the existence of pluralistic ignorance on the topic of meat reduction, with participants underestimating others’ beliefs about the importance, frequency, normality and intentions for reducing meat intake. However, the intervention failed to significantly correct these misperceptions or reduce unsustainable food choices. These findings highlight the challenges of addressing pluralistic ignorance in real-life complex settings. They indicate that more comprehensive, multi-component interventions may be needed, and point to an important direction for future research. For policy and practice, the results imply that simple interventions alone may be insufficient and that supermarkets may require integrated strategies (e.g., pricing, product placement, sustained messaging) to promote meat-reduction behaviors.