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Tailoring Feedback and Messages to Encourage Meat Consumption Reduction

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Tailoring Feedback and Messages to Encourage Meat Consumption Reduction TAILORING FEEDBACK AND MESSAGES TO ENCOURAGE MEAT CONSUMPTION REDUCTION by CHELSEA A. SCHNABELRAUCH ARNDT B.A., Calvin College, 2011 M.S., Kansas State University, 2013 AN ABSTRACT OF A DISSERTATION submitted in partial fulfillment of the requirements for the degree DOCTOR OF PHILOSOPHY Department of Psychological Sciences College of Arts and Sciences KANSAS STATE UNIVERSITY Manhattan, Kansas 2016 Abstract Though the research on vegetarianism and meat consumption reduction has dramatically increased over the last few decades, almost all of this research focuses on current vegetarians/meat reducers and non-vegetarians’ perceptions of vegetarianism (Boyle, 2007; Ruby, 2012). Research targeting non-vegetarians and attempting to influence their meat consumption is virtually non-existent. Thus, the intent of the present dissertation was to effectively decrease individuals’ meat consumption habits and alter individuals’ attitudes toward meat. As research has repeatedly found that messages that are tailored to an individual are more persuasive and effective at influencing health behaviors (Bull et al., 2001; Ryan & Lauver, 2002)) and attitudes (e.g., Murray-Johnson & Witte, 2003; Rimal & Adkins, 2003), the present dissertation specifically sought to determine the effectiveness of tailored meat consumption reduction feedback and messages to influence individuals’ intentions to consume meat and attitudes toward meat consumption. Specifically, this dissertation investigated the effectiveness of messages specific to individuals’ behavior (a behavioral feedback approach), messages oriented to individuals’ self-schemas, egoistic and altruistic oriented messages, and feedback/messages tailored to individuals’ values. Contrary to the hypotheses, the results of the present studies suggested that individuals’ willingness to reduce their meat consumption is not differentially affected by different types of feedback/messages; however, this lack of significant impact for tailored feedback/messages may due to various limitations that are discussed at length within the present dissertation. Despite the possible limitations of the studies conducted, the present dissertation has made significant contributions to the meat consumption reduction literature. The first of its kind, this dissertation importantly illustrates the importance of and need for research encouraging meat consumption reduction. TAILORING FEEDBACK AND MESSAGES TO ENCOURAGE MEAT CONSUMPTION REDUCTION by CHELSEA A. SCHNABELRAUCH ARNDT B.A., Calvin College, 2011 M.S., Kansas State University, 2013 A DISSERTATION submitted in partial fulfillment of the requirements for the degree DOCTOR OF PHILOSOPHY Department of Psychological Sciences College of Arts and Sciences KANSAS STATE UNIVERSITY Manhattan, Kansas 2016 Approved by: Major Professor Dr. Laura A. Brannon Copyright CHELSEA A. SCHNABELRAUCH ARNDT 2016 Abstract Though the research on vegetarianism and meat consumption reduction has dramatically increased over the last few decades, almost all of this research focuses on current vegetarians/meat reducers and non-vegetarians’ perceptions of vegetarianism (Boyle, 2007; Ruby, 2012). Research targeting non-vegetarians and attempting to influence their meat consumption is virtually non-existent. Thus, the intent of the present dissertation was to effectively decrease individuals’ meat consumption habits and alter individuals’ attitudes toward meat. As research has repeatedly found that messages that are tailored to an individual are more persuasive and effective at influencing health behaviors (Bull et al., 2001; Ryan & Lauver, 2002)) and attitudes (e.g., Murray-Johnson & Witte, 2003; Rimal & Adkins, 2003), the present dissertation specifically sought to determine the effectiveness of tailored meat consumption reduction feedback and messages to influence individuals’ intentions to consume meat and attitudes toward meat consumption. Specifically, this dissertation investigated the effectiveness of messages specific to individuals’ behavior (a behavioral feedback approach), messages oriented to individuals’ self-schemas, egoistic and altruistic oriented messages, and feedback/messages tailored to individuals’ values. Contrary to the hypotheses, the results of the present studies suggested that individuals’ willingness to reduce their meat consumption is not differentially affected by different types of feedback/messages; however, this lack of significant impact for tailored feedback/messages may due to various limitations that are discussed at length within the present dissertation. Despite the possible limitations of the studies conducted, the present dissertation has made significant contributions to the meat consumption reduction literature. The first of its kind, this dissertation importantly illustrates the importance of and need for research encouraging meat consumption reduction. Table of Contents List of Figures .............................................................................................................................. xiv List of Tables ................................................................................................................................ xv Acknowledgements .................................................................................................................... xviii Chapter 1 - Introduction .................................................................................................................. 1 Meat Consumption ...................................................................................................................... 1 History of meat consumption .................................................................................................. 1 Vegetarianism ............................................................................................................................. 2 Definition of vegetarianism .................................................................................................... 2 3 types of vegetarianism ..................................................................................................... 2 Vegetarianism as a continuum ............................................................................................ 3 History of vegetarianism ......................................................................................................... 4 Vegetarianism today ............................................................................................................... 4 Recent rise in popularity ..................................................................................................... 4 Recent reductions in non-vegetarians’ meat consumption ................................................. 5 Research on vegetarianism...................................................................................................... 5 What motivates vegetarians’ dietary choices ...................................................................... 6 Moral and ethical concerns ............................................................................................. 6 Health and medical concerns .......................................................................................... 7 Environmental sustainability concerns ........................................................................... 8 Economic consequences of purchasing meat ................................................................ 11 Dislike of taste/texture of meat ..................................................................................... 12 Multiple motivations and shifts in motivations ............................................................ 12 What motivates non-vegetarians’ decisions to reduce their meat consumption ........... 13 Demographics, characteristics, and attitudes and beliefs of current vegetarians .............. 13 Demographics and characteristics................................................................................. 13 Attitudes and beliefs ..................................................................................................... 14 Demographics and characteristics of non-vegetarian meat reducers ............................ 15 Other research on vegetarianism ....................................................................................... 15 Non-vegetarians’ perceptions of vegetarianism............................................................ 15 vi Barriers to becoming a vegetarian ................................................................................ 16 Factors in maintaining or abandoning vegetarianism ................................................... 16 What research needs to be conducted ............................................................................... 17 Tailoring Feedback/Messages ................................................................................................... 17 Tailoring messages to behavior............................................................................................. 18 Tailoring messages to behavior to encourage healthier behaviors ................................... 18 Tailoring messages to behavior to encourage less meat consumption ......................... 21 Tailoring messages to self-schemas ...................................................................................... 22 Tailoring messages to self-schemas to encourage healthier behaviors ............................. 23 Tailoring messages to self-schemas using four self-schemas
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