European Social Marketing Conference 2026

1. Health and wellbeing

20 Minute Oral Presentation

This session examines how protein claims influence plant-based choices through two experiments and a behavioral study. We demonstrate that individuals practicing less than 75 minutes of moderate sport weekly are highly susceptible to "health-halo" effects, unlike those exceeding 150 minutes. Attendees will explore why these low-activity consumers rely on claims for quality assessment and how to design responsible marketing that encourages sustainable diets without causing nutritional confusion.