Cultural and generational factors shape Asians’ sustainable food choices: Insights from choice experiments and information nudges

Promoting sustainable diets is crucial for mitigating global greenhouse gas emissions. We investigated the potential for large-scale dietary shifts to address the impacts of climate change on agriculture and food through surveys and choice experiments in China, Japan, and Vietnam (n = 5,089). Our findings reveal that Asian consumers are largely unwilling to deviate from current dietary habits, particularly regarding the consumption of animal proteins. This reluctance persists despite significant preferences for environmental certification as a proxy for greater sustainability in food production, as expressed by wealthier and younger respondents. Information experiments demonstrate that altruistic messaging fails to induce change, and positive information about climate impacts weakens the influence of certification. However, self-enhancement framing, particularly effective with individuals aged 60 years and above, shows promise. Our findings provide valuable insights for researchers and policymakers seeking effective strategies to encourage sustainable diets, shedding light on challenges and potential avenues for successful intervention.