Rational and moral motives to reduce red and processed meat consumption
Rational and moral motives to reduce red and processed meat consumption
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DOI：
10.1111/jasp.12710
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发表时间：
2020-09-09
影响因子：
2.5
通讯作者：
Catellani, Patrizia
中科院分区：
文献类型：
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作者：
Carfora, Valentina;Conner, Mark;Catellani, Patrizia
这项研究分析了预测减少红肉/加工肉消费意愿的心理社会方面，提出了计划行为理论(TPB)和价值-信念-规范(VBN)方法的整合。参与者(N=233)填写了一份在线自我报告问卷，测量减少红肉/加工肉消费的意图，以及TPB(态度、主观规范、感知行为控制和过去的行为)和VBN(普遍性、一般环保信念、后果意识、责任归属和个人规范)变量。结构方程模型的结果显示，所提出的TPB+VBN整合模型足以预测消费者减少红肉/加工肉消费的意向。态度和主观规范对意图的预测力最强，其次是个人规范和既往行为。中介分析表明，VBN链(从普遍主义到个人规范)对意图的影响是由态度中介的。因此，消费者减少红肉/加工肉消费的意图与对与相关行为相关的好处的理性考虑有关，而这反过来又基于与有利于环境的动机有关的道德考虑。讨论的重点是将(合理的)TPB方法与(规范的)VBN方法相结合的机会，强调公共政策应注重的心理社会方面，以促进减少红肉/加工肉消费。
This study analyzed the psychosocial aspects that predict intention to reduce red/processed meat consumption, proposing an integration of the Theory of Planned Behavior (TPB) and the Value-Belief-Norm (VBN) approaches. Participants (N = 233) filled in a self-report online questionnaire, measuring the intention to reduce red/processed meat consumption, and both TPB (attitude, subjective norm, perceived behavioral control, and past behavior) and VBN (universalism, general pro-environmental beliefs, awareness of consequences, ascription of responsibility, and personal norm) variables. Results of structural equation modeling showed the adequacy of the proposed TPB + VBN integrated model to predict consumers' intention to reduce red/processed meat consumption. Attitude and subjective norm were the strongest predictors of intention, followed by personal norm and past behavior. Mediation analyses showed that the impact of the VBN chain (from universalism to personal norm) on intention was mediated by attitude. Thus, consumers' intention to reduce red/processed meat consumption was associated with a rational consideration of benefits related to the behavior in question, which in turn was based on moral considerations connected to pro-environmental motives. Discussion focuses on the opportunity to integrate the (rational) TPB approach with the (normative) VBN approach, highlighting psychosocial aspects that public policy should focus on to promote a reduction of red/processed meat consumption.