The role of green nudges in triggering psychological reactance and influencing vegetarian food choice: a moderated–mediation approach

Key Points

• Vegetarian food choice is significantly affected by the presence of green nudges, showing behavioral influence.
• Participants exposed to green nudges displayed higher levels of psychological reactance, impacting their food preferences.
• Analysis utilized a moderated mediation approach to assess relationships between nudges, reactance, and choices.
• Findings highlight the need for careful design of nudges to avoid unintended reactions and enhance effectiveness.