Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet
Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet
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DOI：
10.1016/j.appet.2015.02.037
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发表时间：
2015-07-01
期刊：
影响因子：
5.4
通讯作者：
Calheiros, Maria Manuela
中科院分区：
文献类型：
--
作者：
Graca, Joao;Oliveira, Abilio;Calheiros, Maria Manuela
通过减少肉类消费和更多植物性饮食的转变，促进可持续性，改善公共卫生，并尽量减少动物的痛苦。然而，大部分消费者似乎并不愿意进行这种转变。虽然可能需要深刻的社会变革才能在这方面取得重大进展，但在了解可能阻碍或促进这一转变的心理社会过程方面的尝试有限。这项研究深入探讨了消费者对肉类的代表性，肉类的影响以及改变或不改变习惯的理由与采用更多植物性饮食的意愿之间的关系。采用多重对应分析来检查参与者（N=410）对一组开放式问题、自由词联想任务和封闭式问题的回答。研究发现了三个集群，每个集群有两个特征：（1）对肉类的厌恶与道德内化相结合的模式;（2）对肉类的低情感联系和愿意改变习惯的模式;（3）对肉类的依恋和不愿意改变习惯的模式。研究结果提出了两个主要命题。首先，对肉类的情感联系与对肉类影响的感知和改变消费习惯的意愿有关。第二个命题是，一套类似于道德脱离机制的理论基础（例如，promeat理由;自我开脱（自我开脱）是在一些消费者考虑到肉类生产和消费的后果以及改变习惯的可能性时产生的。(C)2015爱思唯尔有限公司版权所有。
A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N=410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the perception of the impacts of meat and to willingness to change consumption habits. The second proposition is that a set of rationales resembling moral disengagement mechanisms (e.g., promeat justifications; self-exonerations) arise when some consumers contemplate the consequences of meat production and consumption, and the possibility of changing habits. (C) 2015 Elsevier Ltd. All rights reserved.