IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i4d10.1007_s12208-024-00408-7.html
   My bibliography  Save this article

“Eat less Meat”: Beneficial for you and for the environment - integrating theory and practice to shape communications encouraging a decrease in meat consumption

Author

Listed:
  • Magdalena Cismaru

    (University of Regina)

  • Tudor Edu

    (Romanian-American University)

Abstract

Significant knowledge has been accumulated regarding the detrimental impacts of meat consumption on both personal health and the environment. As a result, online social marketing initiatives aimed at reducing meat consumption have emerged. The purpose of this research is to explore the alignment between theory and practice in such campaigns. Protection Motivation Theory (PMT) is posited as an appropriate model for social marketing communications aiming at decreasing meat consumption. Subsequently, ten on-line communications directed at individuals with the aim at decreasing meat consumption are identified and subjected to a qualitative review. Through content analysis, key themes and messages employed in these campaigns were identified along with an assessment of the integration of PMT principles. The findings offer specific recommendations to enhance existent and future communications strategies. These recommendations focus on targeting current meat consumers, persuading them to reduce their meat consumption for health and environmental reasons, utilizing PMT principles. Effective strategies should heighten individuals perceived vulnerability and severity regarding the health and environmental impacts of meat consumption while offering easily adoptable recommendations. Additionally, the recommended actions should be perceived as leading to the desired outcomes; namely, improving personal health and protecting the environment. This original comprehensive review demonstrates the successful application of PMT in on-line campaigns aimed at reducing meat consumption, providing valuable insights and guidance for future initiatives in social marketing.

Suggested Citation

  • Magdalena Cismaru & Tudor Edu, 2024. "“Eat less Meat”: Beneficial for you and for the environment - integrating theory and practice to shape communications encouraging a decrease in meat consumption," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(4), pages 915-940, December.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:4:d:10.1007_s12208-024-00408-7
    DOI: 10.1007/s12208-024-00408-7
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-024-00408-7
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-024-00408-7?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Marthe Hårvik Austgulen & Silje Elisabeth Skuland & Alexander Schjøll & Frode Alfnes, 2018. "Consumer Readiness to Reduce Meat Consumption for the Purpose of Environmental Sustainability: Insights from Norway," Sustainability, MDPI, vol. 10(9), pages 1-24, August.
    2. Quirin Schiermeier, 2019. "Eat less meat: UN climate-change report calls for change to human diet," Nature, Nature, vol. 572(7769), pages 291-292, August.
    3. Claudia Valli & Małgorzata Maraj & Anna Prokop-Dorner & Chrysoula Kaloteraki & Corinna Steiner & Montserrat Rabassa & Ivan Solà & Joanna Zajac & Bradley C. Johnston & Gordon H. Guyatt & Malgorzata M. , 2022. "People’s Values and Preferences about Meat Consumption in View of the Potential Environmental Impacts of Meat: A Mixed-methods Systematic Review," IJERPH, MDPI, vol. 20(1), pages 1-25, December.
    4. M. Kanerva, 2022. "Consumption Corridors and the Case of Meat," Journal of Consumer Policy, Springer, vol. 45(4), pages 619-653, December.
    5. ., 2002. "Infrastructure Policy in Socialism and in the Market Economy," Chapters, in: Modernizing Infrastructure in Transformation Economies, chapter 2, pages 15-38, Edward Elgar Publishing.
    6. Apostolidis, Chrysostomos & McLeay, Fraser, 2016. "Should we stop meating like this? Reducing meat consumption through substitution," Food Policy, Elsevier, vol. 65(C), pages 74-89.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Louis-Georges Soler & Alban Thomas, 2020. "Is there a win–win scenario with increased beef quality and reduced consumption?," Review of Agricultural, Food and Environmental Studies, Springer, vol. 101(1), pages 91-116, October.
    2. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2023. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Food Policy, Elsevier, vol. 116(C).
    3. Mathieu Lambotte & Stephane De Cara & Valentin Bellassen, 2020. "Once a quality-food consumer, always a quality-food consumer? Consumption patterns of organic, label rouge, and geographical indications in French scanner data," Review of Agricultural, Food and Environmental Studies, INRA Department of Economics, vol. 101(1), pages 147-172.
    4. Oriana Gava & Fabio Bartolini & Francesca Venturi & Gianluca Brunori & Angela Zinnai & Alberto Pardossi, 2018. "A Reflection of the Use of the Life Cycle Assessment Tool for Agri-Food Sustainability," Sustainability, MDPI, vol. 11(1), pages 1-16, December.
    5. Thøgersen, John, 2023. "How does origin labelling on food packaging influence consumer product evaluation and choices? A systematic literature review," Food Policy, Elsevier, vol. 119(C).
    6. Annika Lonkila & Minna Kaljonen, 2021. "Promises of meat and milk alternatives: an integrative literature review on emergent research themes," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(3), pages 625-639, September.
    7. Ruth Delzeit & Malte Winkler & Mareike Söder, 2018. "Land Use Change under Biofuel Policies and a Tax on Meat and Dairy Products: Considering Complexity in Agricultural Production Chains Matters," Sustainability, MDPI, vol. 10(2), pages 1-25, February.
    8. Cynthia I. Escobedo del Bosque & Achim Spiller & Antje Risius, 2021. "Who Wants Chicken? Uncovering Consumer Preferences for Produce of Alternative Chicken Product Methods," Sustainability, MDPI, vol. 13(5), pages 1-21, February.
    9. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of plant based and cultured meat alternatives in China," Food Policy, Elsevier, vol. 111(C).
    10. Leonardo Cei & Edi Defrancesco & Paola Gatto & Francesco Pagliacci, 2023. "Pay more for me, I’m from the mountains! The role of the EU Mountain Product term and other credence attributes in consumers’ valuation of lamb meat," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 11(1), pages 1-21, December.
    11. Marcus Friday Ovovwero Ekure & Anayo D. Nkamnebe & Chukwudi Ireneus Nwaizugbo & Solomon A. C. Egbule, 2024. "Social Marketing and the Management of Youth Restiveness in Nigeria’s Oil-Producing Region," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(11), pages 1682-1709, November.
    12. Migena Proi & Emilia Cubero Dudinskaya & Simona Naspetti & Emel Ozturk & Raffaele Zanoli, 2023. "The Role of Eco-Labels in Making Environmentally Friendly Choices: An Eye-Tracking Study on Aquaculture Products with Italian Consumers," Sustainability, MDPI, vol. 15(5), pages 1-15, March.
    13. Reynaldo G. Rivera, 2023. "A human-to-human approach to social marketing for sustainability and development," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 551-558, September.
    14. Marescotti, Maria Elena & Caputo, Vincenzina & Demartini, Eugenio & Gaviglio, Anna, 2020. "Consumer preferences for wild game cured meat label: do attitudes towards animal welfare matter?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(4), June.
    15. van Dooren, C. & Keuchenius, C. & de Vries, J.H.M. & de Boer, J. & Aiking, H., 2018. "Unsustainable dietary habits of specific subgroups require dedicated transition strategies: Evidence from the Netherlands," Food Policy, Elsevier, vol. 79(C), pages 44-57.
    16. Emma Beacom & Lana Repar & Joe Bogue, 2022. "Consumer motivations and desired product attributes for 2.0 plant-based products: a conceptual model of consumer insight for market-oriented product development and marketing," SN Business & Economics, Springer, vol. 2(8), pages 1-27, August.
    17. Petersen, Thies & Denker, Tom & Koppenberg, Maximilian & Hirsch, Stefan, 2024. "Meat Substitute Consumption and Political Attitudes – Testing the Left-Right and Environmental Concerns Frameworks," 2024 Annual Meeting, July 28-30, New Orleans, LA 343692, Agricultural and Applied Economics Association.
    18. Alfredo J. Escribano & Maria Belen Peña & Carlos Díaz-Caro & Ahmed Elghannam & Eva Crespo-Cebada & Francisco J. Mesías, 2021. "Stated Preferences for Plant-Based and Cultured Meat: A Choice Experiment Study of Spanish Consumers," Sustainability, MDPI, vol. 13(15), pages 1-21, July.
    19. Amy Isham & Judith Geusen & Birgitta Gatersleben, 2022. "The Influence of Framing Plant-Based Products in Terms of Their Health vs. Environmental Benefits: Interactions with Individual Wellbeing," IJERPH, MDPI, vol. 19(19), pages 1-17, September.
    20. Shuoli Zhao & Lingxiao Wang & Wuyang Hu & Yuqing Zheng, 2023. "Meet the meatless: Demand for new generation plant‐based meat alternatives," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(1), pages 4-21, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:21:y:2024:i:4:d:10.1007_s12208-024-00408-7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.