Volltext-Downloads (blau) und Frontdoor-Views (grau)
  • search hit 5 of 558
Back to Result List

Less meat, less heat - the potential of social marketing to reduce meat consumption

  • 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.

Download full text files

  • 2884.pdf
    eng

Export metadata

Additional Services

Share in Twitter Search Google Scholar

Statistics

frontdoor_oas
Metadaten
Name:Meyer, Denise
DOI:https://doi.org/10.1007/978-3-662-60806-7_13
ISBN:978-3-662-60805-0
Erschienen in:Innovations for metropolitan areas: Intelligent solutions for mobility, logistics and infrastructure designed for citizens
Publisher:Springer
Place of publication:Heidelberg
Editor:Patrick Planing, Patrick Müller, Payam Dehdari, Thomas Bäumer
Document Type:Part of a Book
Language:English
Year of Publication:2020
Tag:consumer behaviour; meat consumption reduction; social marketing; sustainability
Pagenumber:12
First Page:157
Last Page:168
Catalogue entry:Im Katalog der Hochschule Reutlingen ansehen
Dewey Decimal Classification:330 Wirtschaft
Open Access:Nein
Licence (German):License Logo  Lizenzbedingungen Springer