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Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet.

Abstract

A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N = 410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the perception of the impacts of meat and to willingness to change consumption habits. The second proposition is that a set of rationales resembling moral disengagement mechanisms (e.g., pro-meat justifications; self-exonerations) arise when some consumers contemplate the consequences of meat production and consumption, and the possibility of changing habits.

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  • Publisher Full Text
  • Authors+Show Affiliations

    ,

    Instituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL, Lisboa, Portugal. Electronic address: joao_daniel_graca@iscte.pt.

    ,

    Instituto Universitário de Lisboa (ISCTE-IUL), ADETTI-IUL, Lisboa, Portugal.

    Instituto Universitário de Lisboa (ISCTE-IUL), CIS-IUL, Lisboa, Portugal.

    Source

    Appetite 90: 2015 Jul pg 80-90

    MeSH

    Adult
    Affect
    Choice Behavior
    Consumer Behavior
    Diet
    Feeding Behavior
    Female
    Food Preferences
    Health Knowledge, Attitudes, Practice
    Humans
    Male
    Meat
    Middle Aged
    Surveys and Questionnaires
    Vegetables
    Young Adult

    Pub Type(s)

    Journal Article
    Research Support, Non-U.S. Gov't

    Language

    eng

    PubMed ID

    25747854

    Citation

    Graça, João, et al. "Meat, Beyond the Plate. Data-driven Hypotheses for Understanding Consumer Willingness to Adopt a More Plant-based Diet." Appetite, vol. 90, 2015, pp. 80-90.
    Graça J, Oliveira A, Calheiros MM. Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet. Appetite. 2015;90:80-90.
    Graça, J., Oliveira, A., & Calheiros, M. M. (2015). Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet. Appetite, 90, pp. 80-90. doi:10.1016/j.appet.2015.02.037.
    Graça J, Oliveira A, Calheiros MM. Meat, Beyond the Plate. Data-driven Hypotheses for Understanding Consumer Willingness to Adopt a More Plant-based Diet. Appetite. 2015;90:80-90. PubMed PMID: 25747854.
    * Article titles in AMA citation format should be in sentence-case
    TY - JOUR T1 - Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet. AU - Graça,João, AU - Oliveira,Abílio, AU - Calheiros,Maria Manuela, Y1 - 2015/03/05/ PY - 2014/10/30/received PY - 2015/01/30/revised PY - 2015/02/26/accepted PY - 2015/3/10/entrez PY - 2015/3/10/pubmed PY - 2016/1/28/medline KW - Consumer attitudes KW - Meat KW - Meat attachment KW - Meat disgust KW - Moral disengagement KW - Plant-based diets SP - 80 EP - 90 JF - Appetite JO - Appetite VL - 90 N2 - A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N = 410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the perception of the impacts of meat and to willingness to change consumption habits. The second proposition is that a set of rationales resembling moral disengagement mechanisms (e.g., pro-meat justifications; self-exonerations) arise when some consumers contemplate the consequences of meat production and consumption, and the possibility of changing habits. SN - 1095-8304 UR - https://www.unboundmedicine.com/medline/citation/25747854/Meat_beyond_the_plate__Data_driven_hypotheses_for_understanding_consumer_willingness_to_adopt_a_more_plant_based_diet_ L2 - https://linkinghub.elsevier.com/retrieve/pii/S0195-6663(15)00092-6 DB - PRIME DP - Unbound Medicine ER -