101. One’s meat another’s poison? Different social and personal norm perceptions across meat consumers
- Author
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Wolfswinkel, Sofia, Raghoebar, Sanne, Poelman, Maartje, Dagevos, Hans, and de Vet, Emely
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Social and Behavioral Sciences - Abstract
To mitigate climate change and enhance human health a significant reduction in meat consumption is necessary to establish a protein transition from animal based to plant based. Reducing meat consumption is, however, a complex challenge as meat consumption is deeply rooted in society, and thus, considered normal behaviour. We may consider meat consumption a collective norm in western societies. Although everyone may be exposed to the same collective norms, the individual perception may differ across individuals. These individual perceptions are known as social norms and are typically split up into descriptive norms (what is done) and injunctive norms (what is ought to do). Moreover, norms may become internalized as personal norms. The extent these social and personal norms are perceived is context dependent and may vary across individuals. We do not know how meat consumers perceive those norms regarding meat consumption. In addition, meat consumers are typically treated as a homogenous group in the literature resulting in various calls for segmentation and more acknowledgement of individual differences across meat consumer. We do not understand the extent to which different types of meat consumers perceive collective meat consumption norms differently. The variation in norm perceptions among different types of meat consumers may result in different meat consumption patterns (e.g. consumption, habit strength, meat attachment). This study aims to determine the extent to which social and personal meat consumption norms are perceived differently among different type of meat consumers.
- Published
- 2022
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