Overview
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This case study explores plant-based diet marketing created by young adults for their peers in the Netherlands. It examines two youth-led digital campaigns designed to encourage more plant-based eating among young people. The project combined real-world Instagram testing with eye-tracking and psychological response research to understand what makes health messaging effective.
Abstract
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Adolescents and young adults worldwide are eating diets high in processed and animal-based foods, raising the risk of chronic disease and adding to environmental pressures. In the Netherlands, only 20% of young people meet recommended fruit and vegetable intake, highlighting the need for new approaches. Digital marketing offers an effective way to reach young audiences where they already spend their time.
This study set out to discover whether social marketing campaigns, created by young adults for their peers, could shift attitudes and behaviour toward plant-based eating. Two campaigns were developed and placed on Instagram, where the team tracked impressions and engagement to measure real-life effectiveness. The team also used psychological response testing and eye-tracking technology to measure subconscious engagement with the campaign content.
The campaigns performed best when messages focused on social acceptance, environmental sustainability, and personal health benefits. Emotionally resonant messaging triggered stronger cognitive engagement, which was linked to higher behavioural intent. These results point to the value of involving young people directly in campaign development, as this supported relatability and authenticity, and could help shape future social marketing efforts targeting adolescent health.
Access
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Jennifer Cakir, The Hague University of Applied Sciences (jacakir@hhs.nl)
Location
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The Netherlands
Key words
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Youth marketing, plant-based diet, digital campaigns, social media, behaviour change, WSMC conference 2025
