Publicação
The influence of social identity on meat consumption reduction
| Resumo: | Recently, societies have witnessed a widespread shift in consumer behavior, with the adoption of healthier and more sustainable consumption habits, such as the case of meat consumption reduction. To provide a deeper understanding of this consumption trend, this research draws from social identity theory to investigate how meat reduction intentions vary depending on the type of consumer (standard consumer, meat reducer, or abstainer). Results from two experimental studies (total N = 260) show that when consumers are in the presence of a non‐meat consumer, they have higher willingness to reduce meat intake (Study 1) and that individuals belonging to a reducer or abstainer social identity are more inclined to make a consumption reduction, compared to standard meat consumers (Study 2). The underlying mechanism behind it is that people see non‐meat consumers as individuals with higher esteem and status, and therefore as people with a more positive and desired social identity. Additionally, when a descriptive or healthrelated social norm is used, the meat reduction intentions are strengthened. These findings allow us to realize that the desire to obtain pride and status as a positive social identity and to follow social norms, act as drivers in reducing meat consumption. |
|---|---|
| Autores principais: | Marouca, Joana Margarida da Cruz |
| Assunto: | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| _version_ | 1868983432035434496 |
|---|---|
| author | Marouca, Joana Margarida da Cruz |
| author_facet | Marouca, Joana Margarida da Cruz |
| author_role | author |
| contributor_name_str_mv | Castagna, Ana Carina Pinto, Diego Costa RUN |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Marouca, Joana Margarida da Cruz\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Castagna, Ana Carina Pinto, Diego Costa RUN |
| datacite.creators.creator.creatorName.fl_str_mv | Marouca, Joana Margarida da Cruz |
| datacite.date.Accepted.fl_str_mv | 2021-11-10T00:00:00Z |
| datacite.date.available.fl_str_mv | 2021-11-18T16:07:38Z |
| datacite.date.embargoed.fl_str_mv | 2021-11-18T16:07:38Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| datacite.titles.title.fl_str_mv | The influence of social identity on meat consumption reduction |
| dc.contributor.none.fl_str_mv | Castagna, Ana Carina Pinto, Diego Costa RUN |
| dc.creator.none.fl_str_mv | Marouca, Joana Margarida da Cruz |
| dc.date.Accepted.fl_str_mv | 2021-11-10T00:00:00Z |
| dc.date.available.fl_str_mv | 2021-11-18T16:07:38Z |
| dc.date.embargoed.fl_str_mv | 2021-11-18T16:07:38Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10362/127912 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| dc.title.fl_str_mv | The influence of social identity on meat consumption reduction |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Recently, societies have witnessed a widespread shift in consumer behavior, with the adoption of healthier and more sustainable consumption habits, such as the case of meat consumption reduction. To provide a deeper understanding of this consumption trend, this research draws from social identity theory to investigate how meat reduction intentions vary depending on the type of consumer (standard consumer, meat reducer, or abstainer). Results from two experimental studies (total N = 260) show that when consumers are in the presence of a non‐meat consumer, they have higher willingness to reduce meat intake (Study 1) and that individuals belonging to a reducer or abstainer social identity are more inclined to make a consumption reduction, compared to standard meat consumers (Study 2). The underlying mechanism behind it is that people see non‐meat consumers as individuals with higher esteem and status, and therefore as people with a more positive and desired social identity. Additionally, when a descriptive or healthrelated social norm is used, the meat reduction intentions are strengthened. These findings allow us to realize that the desire to obtain pride and status as a positive social identity and to follow social norms, act as drivers in reducing meat consumption. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://run.unl.pt/bitstreams/f1ccb11f-7daa-4adf-9206-cd24f7f7798c/download |
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| identifier.url.fl_str_mv | http://hdl.handle.net/10362/127912 |
| inst_facet_str | urn:organizationAcronym:unl{{{_:::_}}}Universidade Nova de Lisboa |
| instacron_str | unl |
| institution | Universidade Nova de Lisboa |
| instname_str | Universidade Nova de Lisboa |
| language | eng |
| network_acronym_str | run |
| network_name_str | Repositório Institucional da UNL |
| oai_identifier_str | oai:run.unl.pt:10362/127912 |
| organization_str_mv | urn:organizationAcronym:unl |
| person_str_mv | Marouca, Joana Margarida da Cruz |
| publishDate | 2021 |
| repo_facet_str | urn:repositoryAcronym:run{{{_:::_}}}Repositório Institucional da UNL |
| reponame_str | Repositório Institucional da UNL |
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| spelling | engpt_PTRecently, societies have witnessed a widespread shift in consumer behavior, with the adoption of healthier and more sustainable consumption habits, such as the case of meat consumption reduction. To provide a deeper understanding of this consumption trend, this research draws from social identity theory to investigate how meat reduction intentions vary depending on the type of consumer (standard consumer, meat reducer, or abstainer). Results from two experimental studies (total N = 260) show that when consumers are in the presence of a non‐meat consumer, they have higher willingness to reduce meat intake (Study 1) and that individuals belonging to a reducer or abstainer social identity are more inclined to make a consumption reduction, compared to standard meat consumers (Study 2). The underlying mechanism behind it is that people see non‐meat consumers as individuals with higher esteem and status, and therefore as people with a more positive and desired social identity. Additionally, when a descriptive or healthrelated social norm is used, the meat reduction intentions are strengthened. These findings allow us to realize that the desire to obtain pride and status as a positive social identity and to follow social norms, act as drivers in reducing meat consumption.application/pdfpt_PTThe influence of social identity on meat consumption reductionMarouca, Joana Margarida da CruzCastagna, Ana CarinaPinto, Diego CostaHostingInstitutionOrganizationalRUNe-mailmailto:run@unl.ptrun@unl.ptURNurn:tid:2027912892021-11-18T16:07:38Z2021-11-102021-11-10T00:00:00ZHandlehttp://hdl.handle.net/10362/127912http://purl.org/coar/access_right/c_abf2open accessSocial identitySocial normsEsteemStatusMeat reductionSDG 3 - Good health and well-beingSDG 12 - Responsible production and consumption686876 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesis2021-11-10http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://run.unl.pt/bitstreams/f1ccb11f-7daa-4adf-9206-cd24f7f7798c/download |
| spellingShingle | The influence of social identity on meat consumption reduction Marouca, Joana Margarida da Cruz Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| status | SINGLETON |
| subject.fl_str_mv | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| title | The influence of social identity on meat consumption reduction |
| title_full | The influence of social identity on meat consumption reduction |
| title_fullStr | The influence of social identity on meat consumption reduction |
| title_full_unstemmed | The influence of social identity on meat consumption reduction |
| title_short | The influence of social identity on meat consumption reduction |
| title_sort | The influence of social identity on meat consumption reduction |
| topic | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| topic_facet | Social identity Social norms Esteem Status Meat reduction SDG 3 - Good health and well-being SDG 12 - Responsible production and consumption |
| url | http://hdl.handle.net/10362/127912 |
| visible | 1 |