Reducing global meat consumption can improve animal welfare, environmental and health issues. Although many people recognize this, they also continue eating meat. When people become aware of their conflicting cognitions regarding meat consumption, such as finding both animal welfare and eating meat important, it can result in aversive feelings, known as cognitive dissonance. We add to the literature by exploring whether cognitive dissonance can be used to support desired behavioral choices. More specifically, we examine whether activating peoples' pre-existing animal welfare values, by stimulating them to reflect on whether they consider animal welfare to be important, can trigger cognitive dissonance and in turn promote the choice for vegetarian meals. An online study showed that our value activation strategy indeed increased the amount of cognitive dissonance people experience when thinking of consuming meat, which in turn increased their intention to eat a vegetarian meal, especially among those with a strong pro-environmental self-identity. A subsequent field study in a restaurant showed that our value activation strategy (almost) doubled the percentage of vegetarian burgers ordered. Our findings show that stimulating people to reflect on whether they consider animal welfare to be important can force people to face their inner conflict regarding meat consumption and channel that into choosing a vegetarian meal.

减少全球肉类消费可以改善动物福利、环境和健康问题。尽管很多人认识到这一点，但他们也继续吃肉。当人们意识到他们对肉类消费的相互矛盾的认知，例如发现动物福利和吃肉都很重要时，它可能会导致厌恶感，称为认知失调。我们通过探索认知失调是否可用于支持所需的行为选择来增加文献。更具体地说，我们通过刺激人们反思他们是否认为动物福利很重要来检查激活人们预先存在的动物福利价值观是否会引发认知失调，进而促进对素食的选择。一项在线研究表明，我们的价值激活策略确实增加了人们在考虑吃肉时所经历的认知失调，这反过来又增加了他们吃素食的意愿，尤其是在那些具有强烈亲环境自我认同感的人中。随后在一家餐厅进行的实地研究表明，我们的价值激活策略（几乎）使订购的素食汉堡的比例翻了一番。我们的研究结果表明，刺激人们反思他们是否认为动物福利很重要可以迫使人们面对他们关于肉类消费的内心冲突，并将其引导到选择素食餐点。特别是在那些具有强烈亲环境自我认同的人中。随后在一家餐厅进行的实地研究表明，我们的价值激活策略（几乎）使订购的素食汉堡的比例翻了一番。我们的研究结果表明，刺激人们反思他们是否认为动物福利很重要可以迫使人们面对他们关于肉类消费的内心冲突，并将其引导到选择素食餐点。特别是在那些具有强烈亲环境自我认同的人中。随后在一家餐厅进行的实地研究表明，我们的价值激活策略（几乎）使订购的素食汉堡的比例翻了一番。我们的研究结果表明，刺激人们反思他们是否认为动物福利很重要可以迫使人们面对他们关于肉类消费的内心冲突，并将其引导到选择素食餐点。