We awarded funding to Keri Szjeda (The Good Food Institute), Tessa Urbanovich (Chapman University), and Matti Wilks (University of Queensland) for this project. The purpose of this research is to test the effectiveness of dynamic normative messages about plant-based meat in influencing consumers’ willingness to try and/or purchase plant-based meat. Dynamic normative messages will emphasize the increasing popularity of plant-based meat in recent years and will be tested against static normative messages, in which trending popularity is not mentioned. This will be done through two online survey studies.