Association for Behavior Analysis International

Livestock contributes significantly to greenhouse-gas emissions and deforestation, and increasing consumption of plant-based foods is a simple solution for reducing these environmental impacts. Behavioral-economic demand analyses may help evaluate interventions for increasing choice of plant-based foods. Prior studies have investigated the effects of information on consumption of plant-based meat alternatives, but the results have been mixed. The present study is using hypothetical purchase tasks to investigate: (a) The effects of messaging on demand for plant-based burgers, and (b) cross-price elasticity of plant burgers. Mturk participants who reported consuming beef were randomly assigned to a plant-burger message condition: No Message (control), Health benefits, Climate benefits, equivalent Taste, and Social Norms. Participants rated the probability of purchasing beef then plant burgers across 17 prices ($0.01-$85), and then cross-price elasticity was accessed. Preliminary results (n=84) show more elastic demand for plant than beef burgers, and that plant-burger consumption was greatest in the “Taste” message group. “Taste” and “Health” message groups show small cross-price elasticity, but other groups show no substitutability. Plant-burgers show greater purchase likelihood when they are half-price or less of meat burgers. These data are suggesting that price manipulations and certain messaging strategies may promote consumption of plant-based foods.

Behavior analysts working – or wanting -- to address systemic social-cultural problems need a thorough understanding of the multi-level context in which the issue is embedded, knowledge that almost always is found in disciplines other than behavior analysis. This PDS panel, sponsored by Behaviorists for Social Responsibility SIG, brings to the attention of behavior analysts three recent books of social importance, with the goal to both inform and prompt further interest in the target social problems. Each panelist will offer commentary on one book. Mark Alavosius will reflect on “The Sustainability Tales: How University Teachers Could Make the World Better” (2025) by Kerry Shephard. Jonathan Krispin will discuss “Doughnut Economics: Seven Ways to Think Like a 21st-Century Economist” (2017) by Kate Raworth. And Rich Rakos will comment on “The Weight of Nature: How a Changing Climate Changes Our Brains” (2024) by Clayton Page Aldern. Each of the panelists will present a brief overview or summary of the book’s main thesis, identify its strengths, offer critiques, and suggest links with or relevance for behavior analysis and Culturo-Behavior Science. Panelists will limit their commentary to 10-12 minutes each, leaving time for panelist interaction and audience participation.

The target audience is composed of behavior analysts and students in behavior analysis who, now more than ever, are aware of the importance of a multidisciplinary approach to understanding the factors that characterize and affect the functioning of the society they live in, as well as the future development of the Science of Behavior domain.

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