Green earth or healthy plate: does an environment-framed message work better to limit beef consumption?

This study evaluated the impact of a health-framed message and an environment-framed message on individuals’ intention to reduce beef consumption using data from a sample of U.S. adults recruited through CloudResearch Connect (N = 508). Both personal risk perception and planetary risk perception were evaluated. Results indicated that self-efficacy interacted with planetary risk perception to influence consumption intention. Thus, simple, tangible steps need to be provided to encourage people to limit beef consumption, especially when its environmental impacts are highlighted. We also used the risk perception attitude framework to categorize the participants into four attitudinal groups based on their risk perception and efficacy beliefs. Our findings indicate that consumption intent is generally higher when the risk is framed in terms of personal (health) risk rather than planetary (environmental) risk. However, this effect varies depending on the group’s risk attitudes, with responsive individuals showing strongest intention and indifferent individuals exhibiting consistently low intention. These findings suggest that nuanced communication interventions are needed to target different attitudinal groups.