Consumer alternative protein choice in climate change: Temporal landmarks, self-transcendence, and mindset abstraction.
Appetite June 1, 2025 Yunen Zhang, Mai Nguyen, Yi Bu 3 citations
Consumers are more likely to choose alternative proteins in the morning than at other times of day. A sense of self-transcendence—feeling connected to something larger than oneself—explains why morning hours boost these choices, and this effect is stronger among people who tend to think abstractly. Three experiments with a randomized mixed design tested how temporal landmarks, self-transcendence, and mindset abstraction shape preferences. The findings suggest that morning contexts trigger self-transcendence, which in turn increases the selection of plant-based or other alternative proteins over traditional meat. The work integrates temporal psychology and construal level theory to show how micro-level time cues connect to macro-level environmental values, offering practical guidance for designing morning-targeted campaigns that promote sustainable eating and help mitigate climate change.