Matching Items (3)
Description
The rise of meat consumption in the United States has been dramatic over
the past half century due to demographic changes. The increase in meat is visible in Mexico as well due to expanding economic interest in cattle production plus increased population and rising incomes. The worst consequences of our modern food system are in factory farming of animals, which requires a greater amount of resources than for producing grains, fruits, and vegetables. The specific effects of meat consumption highlight the importance of understanding humans as actors in the food system. In order to explore the drivers of consumer food and meat choice, my research answered the two questions: What factors influence meat consumption? and How do cultural and social norms influence decisions to consume certain types and amounts of meat?
Qualitative interviews were conducted with Mexican-American respondents between age 20 and 29 as the population of interest because of their regional dominance in the study area of Tempe, AZ and because of the high prevalence of meat in their cultural diets. Looking at millennials in particular is crucial because as the first generation born with technology and Internet as constants, they have formed unique characteristics like openness to change and new perspectives. My sample population communicated motivations and constraints to their overall consumption patterns and the frequency and types of meat consumed.
This study found that cost and convenience were the driving factors behind food choice, given the hectic schedules of the sample population, who were mostly students at Arizona State University. Culture played an important role in respondents' heavy meat consumption given their exposure to meat's centrality in traditional Mexican meals. Acculturation did not play an extensive role because prominent Mexican culture in the Southwest U.S. allowed respondents' families access to traditional food while living in the US. The lack of sustainability knowledge and its connection to food choice indicates the importance of marketing that contextualizes decreased meat consumption. Rather than focusing solely on environmental outcomes, marketing tools highlighting health, financial, and economic benefits of eating less meat would encourage more consumers to decrease consumption.
the past half century due to demographic changes. The increase in meat is visible in Mexico as well due to expanding economic interest in cattle production plus increased population and rising incomes. The worst consequences of our modern food system are in factory farming of animals, which requires a greater amount of resources than for producing grains, fruits, and vegetables. The specific effects of meat consumption highlight the importance of understanding humans as actors in the food system. In order to explore the drivers of consumer food and meat choice, my research answered the two questions: What factors influence meat consumption? and How do cultural and social norms influence decisions to consume certain types and amounts of meat?
Qualitative interviews were conducted with Mexican-American respondents between age 20 and 29 as the population of interest because of their regional dominance in the study area of Tempe, AZ and because of the high prevalence of meat in their cultural diets. Looking at millennials in particular is crucial because as the first generation born with technology and Internet as constants, they have formed unique characteristics like openness to change and new perspectives. My sample population communicated motivations and constraints to their overall consumption patterns and the frequency and types of meat consumed.
This study found that cost and convenience were the driving factors behind food choice, given the hectic schedules of the sample population, who were mostly students at Arizona State University. Culture played an important role in respondents' heavy meat consumption given their exposure to meat's centrality in traditional Mexican meals. Acculturation did not play an extensive role because prominent Mexican culture in the Southwest U.S. allowed respondents' families access to traditional food while living in the US. The lack of sustainability knowledge and its connection to food choice indicates the importance of marketing that contextualizes decreased meat consumption. Rather than focusing solely on environmental outcomes, marketing tools highlighting health, financial, and economic benefits of eating less meat would encourage more consumers to decrease consumption.
ContributorsNamugayi, Deborah (Author) / Larson, Kelli L (Thesis advisor) / Klinsky, Sonja (Committee member) / Redman, Erin (Committee member) / Arizona State University (Publisher)
Created2014
Description
The purpose of this study was to examine the utility of the Extended Parallel Process Model (EPPM) in guiding message design for a new health context, reducing meat consumption. The experiment was a posttest only design with a comparison and a control group. Message design was informed by the EPPM and contained threat and efficacy components. Participants (Americans ages 25-44 who eat meat approximately once a day) were randomly assigned to view a high threat/ high efficacy video, a high threat/ low efficacy video, or to be in a control group. Dependent variables were danger control outcomes (i.e., attitudes, intentions, and behavior) and fear control outcomes (i.e., perceived manipulative intent, message derogation, and defensive avoidance). Outcomes were assessed at an immediate posttest (Time 1) and at a one-week follow up (Time 2). There were 373 participants at Time 1 and 153 participants at Time 2. The data did not fully fit either the EPPM or the additive model; both videos were equally persuasive and resulted in greater message acceptance (attitude change, behavioral intention, and behavior) than the control group. Because the high threat/ low efficacy group was more persuasive than the control group, the data more closely fit the additive model. Fear control outcomes did not differ between the two video groups. Overall, the study demonstrated the effectiveness of using the EPPM to guide video message design in a new health context, reducing meat consumption. The results supported the EPPM prediction that a high-threat high-efficacy message would result in message acceptance, but support was not found for the necessity of an efficacy component for message acceptance. These findings can be used to guide new or existing health campaigns that seek to improve public health outcomes, including reducing the incidence of heart disease, cancer, diabetes, and obesity.
ContributorsFehrenbach, Keri Szejda (Author) / Roberto, Anthony J (Thesis advisor) / Mongeau, Paul A. (Committee member) / Wharton, Christopher M (Committee member) / Arizona State University (Publisher)
Created2015
Description
Eating meat leads to several environmental threats, hence reducing one’s consumption can be a direct way to avoid environmental degradation. While sustainability scientists know about the environmental degradation due to meat consumption, many of them still choose to eat meat. It is questionable whether a broader societal transformation towards sustainable consumption is likely if people with the necessary knowledge and values already struggle and fail to implement a sustainable behavior. How can they expect others to change if they do not change themselves? This paper addresses the knowledge-action gap that is prevalent among sustainability scientists regarding their meat consumption and how they deal with it. Qualitative semi-structured interviews and thematic content analysis are applied to analyze the main internal barriers to pro environmental behavior sustainability scientists face as well as what narratives and rationalizations they use to overcome the dissonance between their knowledge and actions. The internal barriers they demonstrated were emotional non-involvement and a perceived lack of power of the individual. The strategies used to overcome the dissonance were conscious consumption narratives and rationalizing the value of meat consumption, specifically its perceived sustainable dimensions. This paper also highlights that sustainability scientists do feel responsible to lead by example in the context of societal transformation, but do not always follow through with behavior change. This study concludes it is necessary that sustainability scientists do so more consequently to embrace their role as trendsetters and change agents for a sustainable transformation.
ContributorsFalkenstein, Anna (Author) / Upham, Paul (Contributor) / DesRoches, Tyler (Contributor) / von Wehrden, Henrik (Contributor)
Created2018-07-02