PRELIMINARY DRAFT — These questions are still being refined. Your feedback will help shape the final formulations.
The Unjournal · Pivotal Questions Initiative

Plant-Based Substitution
Pivotal Questions

State your beliefs on cross-price elasticity, substitution effects, and the animal welfare case for PBA funding.

Note: These questions are preliminary drafts. We're refining them based on feedback from researchers and stakeholders.

These are operationalized questions from our Plant-Based Substitution Pivotal Questions project. We want to elicit expert and stakeholder beliefs—before, during, and after reviewing the evidence—to understand where consensus exists and where key uncertainties remain. (All questions are optional.)

📋 Full question specifications: For more detail, context, and the complete set of operationalized questions, see the PBA Pivotal Questions on EA Forum and the canonical PQ formulations on Coda →

You don't need to be an agricultural economist to contribute. We want your honest assessment and reasoning, whether you feel highly confident or very uncertain.

🔮 Related forecasting: This project connects to The Unjournal's Animal Welfare Forecasting Tournament in collaboration with Metaculus. Some of these questions are also posted on Metaculus.

How to respond

Shared Definitions

PBAs / IB+: High-quality plant-based meat alternatives designed to closely imitate animal products. This includes Impossible Foods, Beyond Meat, and similar products. We focus on "hamburger-imitating" products as the reference case, though questions may also consider chicken nuggets and other forms.

We are not including traditional vegetarian products (e.g., veggie burgers, tofu) that don't aim to closely imitate meat texture and taste.

Price fall: A permanent reduction in retail prices across all US grocery stores (with global extrapolation implied).

"As a result of supply-side factors": We imagine this price change is caused by an external investment leading to innovation or increased production capacity—not by changing consumer preferences. This avoids endogeneity concerns where price changes and demand changes are both driven by the same underlying factor.

Examples: R&D breakthroughs, production subsidies, regulatory changes, or changes in market structure that reduce marginal costs.

Cross-price elasticity: The percentage change in demand for one product (e.g., chicken) resulting from a 1% change in the price of another product (e.g., plant-based burgers).

  • If negative: products are substitutes (lower PBA price → less chicken demand)
  • If positive: products are complements (lower PBA price → more chicken demand)
  • If near zero: products are independent

Note: Some studies surprisingly find PBAs and certain meats are complements (possibly because flexitarians buy both), while others find substitution effects, especially for chicken.

For questions comparing animal welfare outcomes, we leave the specific metric to your judgment. Possible framings include:

  • Welfare-footprint-style measures (suffering-years averted)
  • Number of factory-farmed animals affected
  • Your preferred metric considering both quantity and quality of life impacts

The key comparison is usually: PBA funding vs. corporate welfare campaigns (e.g., The Humane League's chicken welfare campaigns).

When we ask for a probability, we're asking for your best calibrated subjective probability—your honest credence given everything you know.

One way to think about this: Imagine an ideal research team with unlimited resources, time, and data—perhaps even a kind of omniscience where they could perfectly understand the welfare and psychological states of everyone affected. What probability would you assign that this idealized team would ultimately conclude the statement is true?

Note: We avoid anchoring to "0% = impossible" and "100% = certain" because perfect certainty is rarely justified. If you believe something is extremely unlikely but not literally impossible, you might say 2-5%; if nearly certain but not absolutely, perhaps 95-98%.

PBA_01 · Focal Question · Substitution Effect

If the price of high-quality plant-based hamburgers fell by 10% everywhere, how would global chicken consumption change?

More precisely: If the price of "IB+" products fell by 10% due to supply-side factors, what percent change would we see in factory-farmed chicken consumption the following year?

This is our focal empirical question. The answer directly informs whether PBA cost-reduction is an effective animal welfare strategy.

  • Target: US consumption (extrapolate to global); both home and restaurant
  • Timeframe: Effect in the year following the price change
  • "Factory-farmed chickens" = broiler chickens raised in conventional production systems
  • Variants we may also ask about: 5% and 20% price reductions; effects on beef, pork, fish
%

Example: -0.5 means a 0.5% reduction in chicken consumption. Zero means no effect.

An 80% credible interval represents the range you believe has an 80% probability of containing the true value. There should be roughly a 10% chance the true value is below your lower bound, and a 10% chance it's above your upper bound.

This is more informative than a single "confidence" percentage because it captures both your best guess and how uncertain you are. For help calibrating your uncertainty estimates, try the Clearer Thinking calibration tool.

PBA_02 · Goal Question · Investment Value

Is PBA research/development a good investment from an animal welfare perspective?

Do PBAs displace animal-welfare-relevant animal product consumption enough to make investments in reducing their cost plausibly competitive with other animal welfare interventions?

PBA_03 · Metaculus · Comparison

Does the animal welfare benefit of $100K to GFI for PBA development exceed $100K to THL for corporate campaigns?

Compare: donating $100,000 in 2026 to the Good Food Institute to fund PBA cost reduction and availability vs. donating $100,000 to The Humane League's corporate animal welfare campaigns for chickens.

This frames the question in decision-relevant terms for funders choosing between these interventions. See related questions on Metaculus →

30%
PBA_06 · Methodological

Can cross-price elasticities be reliably estimated in this context?

Given selection effects, endogeneity concerns, and data limitations, how much should we trust existing estimates?

PBA_07 · Research Design

What experimental trial would yield useful cross-price elasticity estimates?

If you could design a study to credibly estimate substitution effects, what would it look like?

PBA_08 · Decision Threshold

What cross-price elasticity would justify funding PBA R&D?

How high would the cross-price elasticity between PBAs and chicken need to be to make PBA funding competitive with other AW interventions?

Example: 0.1 means a 10% PBA price drop leads to 1% chicken demand change

Evidence Assessment

Which research approaches do you find most credible for this question?

About You

Your responses will inform our evidence synthesis and workshop discussions.

Questions adapted from the Plant-Based Substitution PQ formulations (codes PBA_01–08). Draft version, February 2026.