Consequences of meat consumption: A study of conditions for social change Alma Mayo Richart BA thesis Liberal Arts and Sciences; Social Sciences University College Tilburg Supervised by Dr. E. Dreezens June 28th, 2018 1 To Nora. For a compassionate, healthy, and beautiful future. 2 Index Abstract……………………………………………………….….5 Chapter 1 Introduction…………………………………….……..6 Chapter 2 Literature review……………………………….……..9 2.1Theory of Carnism…………………………….....…….9 2.1.1 Schemas and perception………………..……9 2.1.2 Cognitive dissonance…………….….............10 2.1.3 Defence mechanisms of Carnism…………....11 2.1.3.1 Denial……………………………...12 2.1.3.2 Justification………………………..13 2.1.3.3 Cognitive distortion…………….….15 2.1.4 Model theory of Carnism………………...….17 2.2. Conditions for change…………………………….......17 2.2.1 Awareness……………………………….…..17 2.2.2 Dissonance…………………………….…….19 2.2.2.1 External Dissonance……………….20 2.2.2.2 Internal dissonance………………...20 2.2.2.3 Cultural Change………………..….21 2.2.2.4 Former ideologies, dissonance and meat consumption...22 2.3 Hypothesis…………………………………….....……24 Chapter 3 Methodology………………………………………….25 3.1 Dataset and sample selection…………………...……..25 3.2 Variables……………………………...………...……..25 3.3 Method: experimental design…………………...……..27 Chapter 4 Data Analysis…………………………..………...…...28 4.1 Descriptive statistics…………………………….…….28 4.2 Factor analysis and Combach’s alpha……………...…29 4.3 Hypothesis 1………………………………………......31 3 4.4 Hypothesis 2…………………………………………..32 4.5 Hypothesis 3……………………………..……………33 Chapter 5 Conclusion……………………………….…..………..35 5.1 Conclusion……………………………….……………35 5.2 Limitations and recommendations………………….…37 Appendix……………………………………….......……….....…39 Bibliography…………………………………………………......41 4 Abstract Animal agriculture is the leading cause of animal suffering, species extinction, deforestation and climate change. It is also directly associated with heart attack, cancer and diabetes. A decrease in meat consumption could help solve many of these problems. However, vegetarians and vegans are still a minority. The central question of this research is: How aware are individuals of the impact of eating meat and how does this awareness affect their meat consumption? In this paper, Carnism is presented as the cause of people’s resistance to a more sustainable plant based diet. Carnism is a belief system that hides the truth behind meat production, normalizes meat composition, and conditions people to eat certain animals. 145 people participated in this research through questionnaires. This research shows that making people aware of the consequences of meat consumption by exposing them to information makes them more likely to stop eating meat. Awareness about the consequences of meat consumption is a great tool to make people decrease or eliminate meat from their diet, and thus, decrease animal suffering, climate change and health issues. 5 Chapter 1: Introduction Global warming, animal cruelty, species extinction, the increase in childhood obesity, heart attacks and diabetes are problems that society faces today (Intergovernmental Panel on Climate Change, 2015; Greger & Stone, 2016). These problems are directly related with livestock production — which includes meat, dairy and eggs — and the overconsumption of these products in developed countries. Animal agriculture is responsible for 18 percent of greenhouse gas emissions, more than the combined exhaust from all transportation (Steinfeld, 2016). Livestock covers 45% of the earth’s total land (Thornton, Herrero, & Ericksen, 2011). And, animal agriculture is the leading cause of species extinction, ocean dead zones, water pollution, and habitat destruction (Beaty, 2015). Meat and dairy products also affect people's health. A report by the World health organization has classified bacon and sausages as carcinogenic to humans (International Agency for research on cancer, 2015), and The American journal of clinical nutrition stated that one serving of processed meat per day increases the risk of developing diabetes by 51% (Pan, 2011). These problems do not only affect animals or people as individuals, but it concerns all species, the planet we inhabit and future generations. It seems evident that the production and consumption of animal products poses a wide range of environmental, ethical, and health issues. Why, even with increasing scientific understanding of the harm this behaviour causes, do many people continue to consume animal products? Dr. Melanie Joy studied this phenomenon for 15 years and her research concluded that the reason why people do not change their behaviour is due to an ideology called Carnism. Carnism is an invisible belief system that conditions us to eat certain animals including dairy products (Joy, 2011). Carnism has three defence mechanisms to conceal the truth behind meat consumption. The first is Denial, people deny the reality behind meat and dairy production which makes the victims of livestock production invisible: the animals killed, the workers in slaughterhouses working under harsh conditions, the meat eaters that suffer diseases caused by meat and dairy products, and the planet's climate which is undergoing severe changes. The second defence mechanism is Justification. People justify their actions with three different myths about meat composition: eating meat is normal, natural, and necessary for humans. Lastly, the third defence mechanism 6 is Cognitive distortion in which individuals objectify, de-individualise, and dichotomise animals in order to make the process of slaughtering animals and eating meat easier. Even though there are ideologies that go against Carnism such as Vegetarianism (the abstention from eating meat) and Veganism (exclusion of all forms of animal cruelty or exploitation to animals for food, clothing or any other purpose) (The Vegan Society, 2008), which demand for cultural change, the impact meat composition has on the animals, health, and environment is a controversial topic which most people do not want to know or talk about. The demand for cultural change occurs when the fundamental pillars of an ideology or culture are doubted and questioned. Two conditions for change which could be the solution for Carnism are presented. The first is awareness. According to Joy, awareness about the consequences of meat consumption gives people the opportunity to fully understand the problems livestock production and meat consumption bring. The second one is Cognitive dissonance. Cognitive dissonance occurs when there is a conflict between attitudes (a psychological tendency which is expressed by evaluating a particular entity with some degree of favour or disfavour), and behaviour (Eagly & Chaiken, 1995). This discomfort created by cognitive dissonance, leads individuals to reconsider their values and beliefs to mitigate this discomfort. Joy’s research measured the defence mechanisms of Carnism, however, her study did not encompass the causation between more awareness and no meat intake. Therefore, this research follows up on Joy’s research by testing if awareness on the impact of meat consumption increases the possibility of stopping individuals consuming meat. Participants are also exposed to information about the consequences of meat consumption to analyse if this information affects their cognitive dissonance and attitudes toward meat consumption. Could awareness be the solution for Carnism? The central question of this research is: How aware are individuals of the impact of eating meat and how does this awareness affect their meat consumption? Three hypotheses are drawn in this research: People that are more aware of the impact of eating meat are less likely to eat meat. 7 People that are exposed to information on the consequences of meat consumption will experience more cognitive dissonance than people who did not receive this information. People that are exposed to information on the consequences of meat consumption will have more negative attitudes toward meat consumption than those that did not received this information. The structure of the paper is as follows: The second chapter will extensively explain Melanie Joy’s theory of Carnism. This is followed by two conditions for ideology change: Awareness, which is presented as a mechanism against Carnism, and Cognitive Dissonance. In the third chapter the experimental design and procedures are explained. During chapter 4 the analysis is conducted and presented in tables. Chapter 5 includes a conclusion, limitations and recommendations. 8 Chapter 2: Literature Review 2.1 Theory of Carnism Joy, apart from being the author of the Carnism theory, is a professor of psychology and sociology at the university of Massachusetts Boston, and at the end of her lectures Joy often asks her students why they eat cows but not dogs, or why they eat meat at all? The most prominent answer she hears is “It is just the way things are”. Joy was intrigued by the observation that people do not really know the reason of their meat eating habit. It seemed as if people were avoiding confronting the reason behind why they eat meat. And even though most people spend much time deciding what clothes to buy, most do not spend time thinking about what animal species they eat and why. People's choices as meat and dairy consumers are affecting the planet we inhabit, the animals we share this planet with and our own health (Robbins, 2012). In the last 6 years, veganism and vegetarianism have becoming increasingly more popular, however, 96% of the world’s population still chooses to support the meat industry with their