TY - CHAP U1 - Buchbeitrag A1 - Meyer, Denise A1 - Bäumer, Thomas ED - Planing, Patrick ED - Müller, Patrick ED - Dehdari, Payam ED - Bäumer, Thomas T1 - Less meat, less heat - the potential of social marketing to reduce meat consumption T2 - Innovations for metropolitan areas: Intelligent solutions for mobility, logistics and infrastructure designed for citizens N2 - The livestock sector is growing steadily and is responsible for around 18% of global greenhouse‐gas‐emissions, which is more than the global transport sec-tor (Steinfeld et al. 2006). This paper examines the potential of social marketing to reduce meat consumption. The aim is to understand consumers’ motivation in diet choices and to learn what opportunities social marketing can provide to counteract negative environmental and health trends. The authors believe that research to answer this question should start in metropolitan areas, be-cause measures should be especially effective there. Based on the Theory of Planned Behaviour (TPB, Ajzen 1991) and the Technology‐Acceptance‐Model by Huijts et al. (2012), an online‐study with participants from the metropolitan region (n = 708) was conducted in which central socio‐psychological constructs for a meat consumption reduction were examined. It was shown that attitude, personal norm and habit have a critical influence on the intention to reduce meat consumption. A segmentation of consumers based on these factors led to three consumer clusters: vegetarians/flexitarians, potential flexitarians and convinced meat eaters. Potential flexitarians are an especially relevant target group for the development of social‐marketing‐measures to reduce meat consumption. In co‐creation‐workshops with potential flexitarians from the metropolitan region, barriers and benefits of reducing meat consumption were identified. The factors of environmental protection, animal welfare and desire for variety turn out to be the most relevant motivational factors. Based on these factors, consumers proposed a variety of social marketing measures, such as applications and labels to inform about the environmental impact of meat products. KW - social marketing KW - sustainability KW - consumer behaviour KW - meat consumption reduction Y1 - 2020 SN - 978-3-662-60805-0 SB - 978-3-662-60805-0 U6 - https://doi.org/10.1007/978-3-662-60806-7_13 DO - https://doi.org/10.1007/978-3-662-60806-7_13 SP - 157 EP - 168 S1 - 12 PB - Springer CY - Heidelberg ER -