The impact of social norms on attitude towards alternative protein consumption: a comparison between the Swedish and Dutch population

Abstract: In this study wo examined how people in the Netherlands and Sweden feel and think about meat alternatives and if social norms influence their choices. We learned that if people believe their friends or family like meat alternatives, they are more likely to try them too. In Sweden, people might be more driven by their personal feelings rather than what others are doing when choosing to eat meat alternatives. In contrast, Dutch people seemed more influenced by what other people think.