Consumer alternative protein choice in climate change: Temporal landmarks, self-transcendence, and mindset abstraction

Abstract

This study explores consumer preferences for alternative proteins within the context of pro-environmental choices. The primary objective is to identify and analyze the factors influencing consumers' choices between alternative and traditional proteins, as well as the moderating conditions that shape these preferences. To achieve this, three sequential studies were conducted to examine the differential effects of temporal landmarks, self-transcendence, and mindset abstraction on protein choice. A randomized mixed experimental design was employed, incorporating both between-subjects and within-subjects components. Findings indicate that consumers exhibit a higher propensity to select alternative proteins during morning hours. Moreover, self-transcendence was found to mediate the relationship between temporal landmarks and protein choices, while mindset abstraction moderated this association. This research uniquely integrates temporal psychology, self-transcendence, and construal level theory to explain dynamic sustainable protein choices under climate change. It introduces morning contexts as novel antecedents of self-transcendence, demonstrating that self-transcendence mediates the impact of temporal landmarks on alternative protein preferences, with this relationship being moderated by mindset abstraction. The theoretical contribution lies in linking micro-level temporal cues to macro-level environmental values, providing a unified framework to address the “when” (time), “why” (self-transcendence), and “for whom” (abstract thinkers) of sustainable choices. Also, this research extends existing knowledge of dynamic sustainable consumption patterns. Practical implications include actionable strategies for policymakers and marketers to design time-sensitive interventions, such as morning-targeted campaigns. These initiatives leverage self-transcendent mindsets and abstract thinking to systematically promote sustainable protein adoption, thereby advancing climate change mitigation efforts.