The influence of social identity on meat consumption reduction

Detalhes bibliográficos
Autor(a) principal: Marouca, Joana Margarida da Cruz
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/127912
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling The influence of social identity on meat consumption reductionSocial identitySocial normsEsteemStatusMeat reductionSDG 3 - Good health and well-beingSDG 12 - Responsible production and consumptionDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceRecently, societies have witnessed a widespread shift in consumer behavior, with the adoption of healthier and more sustainable consumption habits, such as the case of meat consumption reduction. To provide a deeper understanding of this consumption trend, this research draws from social identity theory to investigate how meat reduction intentions vary depending on the type of consumer (standard consumer, meat reducer, or abstainer). Results from two experimental studies (total N = 260) show that when consumers are in the presence of a non‐meat consumer, they have higher willingness to reduce meat intake (Study 1) and that individuals belonging to a reducer or abstainer social identity are more inclined to make a consumption reduction, compared to standard meat consumers (Study 2). The underlying mechanism behind it is that people see non‐meat consumers as individuals with higher esteem and status, and therefore as people with a more positive and desired social identity. Additionally, when a descriptive or healthrelated social norm is used, the meat reduction intentions are strengthened. These findings allow us to realize that the desire to obtain pride and status as a positive social identity and to follow social norms, act as drivers in reducing meat consumption.Castagna, Ana CarinaPinto, Diego CostaRUNMarouca, Joana Margarida da Cruz2021-11-18T16:07:38Z2021-11-102021-11-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/127912TID:202791289enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:07:42Zoai:run.unl.pt:10362/127912Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:14.003494Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The influence of social identity on meat consumption reduction
title The influence of social identity on meat consumption reduction
spellingShingle The influence of social identity on meat consumption reduction
Marouca, Joana Margarida da Cruz
Social identity
Social norms
Esteem
Status
Meat reduction
SDG 3 - Good health and well-being
SDG 12 - Responsible production and consumption
title_short The influence of social identity on meat consumption reduction
title_full The influence of social identity on meat consumption reduction
title_fullStr The influence of social identity on meat consumption reduction
title_full_unstemmed The influence of social identity on meat consumption reduction
title_sort The influence of social identity on meat consumption reduction
author Marouca, Joana Margarida da Cruz
author_facet Marouca, Joana Margarida da Cruz
author_role author
dc.contributor.none.fl_str_mv Castagna, Ana Carina
Pinto, Diego Costa
RUN
dc.contributor.author.fl_str_mv Marouca, Joana Margarida da Cruz
dc.subject.por.fl_str_mv Social identity
Social norms
Esteem
Status
Meat reduction
SDG 3 - Good health and well-being
SDG 12 - Responsible production and consumption
topic Social identity
Social norms
Esteem
Status
Meat reduction
SDG 3 - Good health and well-being
SDG 12 - Responsible production and consumption
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2021
dc.date.none.fl_str_mv 2021-11-18T16:07:38Z
2021-11-10
2021-11-10T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/127912
TID:202791289
url http://hdl.handle.net/10362/127912
identifier_str_mv TID:202791289
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.mail.fl_str_mv
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