Journal article
Optimizing Messaging to Reduce Red Meat Consumption
Environmental Communication, Vol.13(5), pp.633-648
2019
Abstract
Red meat production has a range of negative environmental impacts. We sought to characterize the motivations, environmental attitudes and demographics of red meat-eaters, and examine the effect of message framing in reducing future meat consumption. Canadian adult meat-eaters (593) completed a survey and were randomly assigned to one of six message treatments that presented information on the environmental impacts of meat production using frames representing social norms and/or place identity constructs. Taste and quality were the most important motivators for eating meat, while moral/ethical factors were the least. Forty-nine percent of respondents indicated they would reduce red meat intake after exposure to an information only message, while the social norms frame was more effective than others (χ2). Awareness of the environmental effects increased significantly after messaging for all 13 impacts. These findings should assist communicators with designing more effective messaging aimed at encouraging pro-environmental behaviours associated with meat consumption. © 2018 Informa UK Limited, trading as Taylor & Francis Group
Details
- Title
- Optimizing Messaging to Reduce Red Meat Consumption
- Authors
- S Stea (Author) - Brock University, CanadaGary J Pickering (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Publication details
- Environmental Communication, Vol.13(5), pp.633-648
- Publisher
- Routledge
- Date published
- 2019
- DOI
- 10.1080/17524032.2017.1412994
- ISSN
- 1752-4032
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99450855402621
- Output Type
- Journal article
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