Ecology or Health—How to Successfully Promote Palm Oil Free Products: A Comparison between Spain and Poland

Palm oil, widely used in the food industry, is causing some concern due to its negative impact on the environment and human health. The goal of the conducted research was to answer the question of what would be a better strategy for the marketing communication of palm oil substitutes, its health benefits or its environmental friendliness? This article presents a research project exploring the potential of chocolate bread spread based on a saturated fat and palm oil substitute. The research was conducted on two samples of Spanish (n = 675) and Polish (n = 661) bread spread consumers. In the experimental study, consumers were presented with a description of a new chocolate spread entering the market, with references to (a) its health benefits or (b) its environmental benefits resulting from the absence of palm oil in the product. The results showed that ecology references in food-related marketing communication in Spain have a stronger influence on the consumer decision-making process than health references. In Poland, the effect of communication was moderated by an evaluation of a person’s eating style and the individual level of eco-friendly behavior of the consumer.