Behavioural science has identified several interventions that increase the likelihood of consumers making sustainable product choices. For example, putting a vegetarian product on a visible in-store location enhances sales of that product. The question is what happens after that initial choice. Will subsequent consumer behavior gravitate towards additional sustainable product choices? Or maybe just the opposite? This is the question I want to answer with this project. When and how does the effect of a behavioural intervention in a specific purchase context spill over to subsequent purchase decisions?