Intervention (Hidden)
The information provided to each group is as follows.
1. A general explanation common to all groups, except the control group.
"Plant-based Foods" and "What is Plant-based Meat"
"In recent years, reflecting diverse consumer preferences, there has been an increase in foods that use plant-derived ingredients instead of animal-derived ingredients (plant-based foods). The characteristic of plant-based foods is that they are made to resemble livestock and seafood products using these plant-derived ingredients. So far, processed foods that serve as alternatives to "meat," "eggs," "milk," "butter," and "cheese" have been manufactured and sold using ingredients such as soybeans and wheat.
You may have particularly noticed plant-based meat that recreates the taste and texture of meat in supermarkets and other stores. While the main ingredient of plant-based meat is soy, there are also versions made from wheat, peas, and broad beans. Here, we will use the general term "plant-based meat" to refer to meat made from plant-derived ingredients."
2. Treatment Group 1&5 (environmental information):
"Among the total greenhouse gas emissions related to diet, meat products account for the highest proportion. On the other hand, plant-based meat is known to have a lower environmental impact compared to conventional livestock products.
According to the Food and Agriculture Organization of the United Nations (FAO), the livestock industry is responsible for 14.5% of human-induced greenhouse gas emissions. In Japan, greenhouse gases from cattle burps and livestock excrement account for about 30% of the total emissions from the agriculture and forestry sector. If not properly treated before discharge, manure and wastewater from the livestock industry can cause pollution in rivers and other water bodies. Furthermore, water consumption by livestock is also debated as a significant environmental burden. To produce the same 1kg of product, beef requires eight times more water than soybeans.
While we cannot reduce our environmental impact to zero as long as we live, it is necessary for each individual to be conscious of how the act of "eating" is connected to environmental issues. We need to skillfully combine animal-based meat with plant-based foods in our diets."
3. Treatment Group 2&6 (Health information):
"Due to the growing awareness of health in dietary habits, plant-based meat (PBF) has been gaining attention in recent years. Plant-based meat is known for its nutritional benefits, such as being lower in calories and providing high-quality protein and dietary fiber compared to animal meat. Recently, 37 researchers from 16 countries published a study in the British medical journal "The Lancet," pointing out that excessive consumption of red meat (such as beef, pork, and lamb) poses health risks and proposed halving global red meat consumption. There are also studies specific to the Japanese population. Research by the National Cancer Center, which tracked approximately 70,000 Japanese people over an average of 18 years, found that those who frequently consume plant-based protein maintain a healthier lifestyle.
Thus, it is scientifically evident that replacing red meat with plant-based protein reduces disease risk. While animal meat is a good source of high-quality protein, overconsumption carries risks. It is important to skillfully combine animal meat and plant-based foods in your diet."
4. Treatment Group 3&7 (Purchase history feedback):
"It appears that over the past six months (from X month X day to X month X day), you have been purchasing plant-based meat (and uploading related receipts).
We encourage you to continue exploring such foods that cater to the diverse needs of consumers."