European Social Marketing Conference 2026

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This presentation explores the concept of consumption corridors through the lens of goal theory. By comparing two quantified goal framings, corridor and ceiling goals, with non-quantified, general goals, we examine their effects on perceived clarity, perceived self-efficacy, and intentions to reduce meat consumption. The findings offer practical guidance for policymakers in designing interventions to promote consumption moderation.