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The influence of social identity on meat consumption reduction

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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

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