Meijer, Esthy (2022) Vegetari-yes - A study on the motivations for dietary choices. Bachelor thesis, Global Responsibility & Leadership (GRL).
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Abstract
To avoid disastrous environmental problems in the nearby future, the reduction of greenhouse gas emissions is necessary. A sector majorly responsible for the emission of greenhouse gasses is the meat industry. It is therefore of critical importance to significantly reduce individuals’ meat consumption. In the current study, we examine the psychological predictors of willingness to reduce or completely stop meat consumption. The tested psychological factors are health, environmental, instrumental, social and habitual motives to stop or reduce eating meat, problem awareness, knowledge and health, environmental, instrumental and symbolic attributes of a vegetarian diet. Results reveal that symbolic and instrumental attributes, problem awareness and environmental motives are the most important predictors for people’s willingness to stop their meat consumption. The most important predictors for the willingness to significantly reduce meat consumption were social and environmental motives. By finding out what would motivate people for their willingness to reduce or stop meat consumption, policy recommendations have been developed to reduce meat consumption and thus the greenhouse gas emissions in the Netherlands. These policies should focus on increasing the action-related knowledge on the consequences of meat consumption (PA) of consumers, favourable instrumental attributes for vegetarian diets (e.g. taxing meat production) and symbolic based advertisement of vegetarian products and diets. Keywords: Motivations, Vegetarianism, Behaviour change, Meat consumption
| Item Type: | Thesis (Bachelor) |
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| Name supervisor: | Unal, A.B. |
| Date Deposited: | 09 Sep 2022 13:58 |
| Last Modified: | 09 Sep 2022 13:58 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/135 |
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