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Understanding Gender Identities and Food Preferences to Increase the Consumption of a Plant-Based Diet With Heuristics
Abstract
This chapter discerns existent food preferences and their correlation with women and men, and gender biases, in America. It then proposes a strategy to test the most efficient heuristics to nudge those more averse to a plant-based, sustainable diet. By understanding how negative biases can be reversed through the application of behavioral economics, the plant-based industry and American government can most effectively build marketing procedures to be employed in campaigns, menus, packaging, and media to portray sustainable diets as appealing for men and women, and important for environmental wellbeing. The study recognizes and navigates the irrationality of human preferences as actors in the food market. By accounting for gender norms, cultural roles, and subconscious behavior, it will effectively produce insight on the best heuristical approaches to cognitively orchestrate a wider acceptance, and consequent consumption, of plant-based foods.
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