Personal or planetary health? Direct, spillover and carryover effects of non-monetary benefits of vegetarian behaviour

There is a debate about whether framing motivations as personal or planetary benefits - or both - is more effective at encouraging sustainable actions and promoting positive behavioural spillovers. In a pre-registered online longitudinal experiment, we randomly allocate n = 1242 respondents to either a control condition, or to one of three novel, interactive implementation intention interventions framing the benefits of a vegetarian diet in...