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The Psychology of Meat Consumption: an Investigation of Attitudes, Identity and Norms

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The Psychology of Meat Consumption: an Investigation of Attitudes, Identity and Norms UNIVERSITY OF MILANO BICOCCA DEPARTMENT OF HUMAN SCIENCES FOR EDUCATION "RICCARDO MASSA" EDUCATION AND COMMUNICATION SCIENCES, CYCLE XXV PERSONAL WELLNESS, HEALTH AND INTERCULTURAL COMMUNICATION THE PSYCHOLOGY OF MEAT CONSUMPTION: AN INVESTIGATION OF ATTITUDES, IDENTITY AND NORMS Ph.D. Projects’ Coordinator: Prof. Laura FORMENTI, Ph.D. Tutor: Dr. Fabrizia MANTOVANI, Ph.D. Co-Tutor: Dr. Birgitta GATERSLEBEN, Ph.D. PhD Dissertation by Elena CADEL Personal ID no: 734223 ACADEMIC YEAR 2012/2013 2 ABSTRACT Background: Food is given increasing attention worldwide, especially for what its safeness, and production impacts on the quality of human life and environment (Expo 2015). Food choice is a complex process that serves functions other than nutrition. It involves several biological, physiological and socio-psychological processes and it is a vehicle for a number of social meanings shared with human relations and culture. Universally, among all types of food, meat is the one that endorses more meanings than any other. In many societies, meat is considered the most praised food and meat dishes are synonymous with “real” food and the base around which a meal is set. The claim of meat, once a comparatively rare commodity, has risen considerably over the years, causing major consequences on health and the environment, at both personal and social level. Reasons for meat choice do not depend on a single variable but depend on many personal and social factors, that may have a key role in contrasting pollution and health problems. Aims: This PhD project investigated the role of meat in everyday life, especially within young, post-teen generations, shedding some light on social and psychological processes involved in meat consumption. The role of attitudes, identity and norms related to eating meat, have been explored in greater detail. Method: A quali-quantitative approach has been used to perform three studies, aiming at investigating the psychological factors affecting meat use and choice in a sample of Italian and British subjects aged 21-31, autonomous in their purchasing decisions and consumer behaviors. A qualitative study has been carried out to examine psychological drivers and social contexts of meat in Italian diets and lifestyles, focusing on the relevant evolutions and changes over lifetime. Fourteen life histories interviews were then analyzed using thematic analysis. In particular, mother-daughter relationships have been explored in order to understand whether or not meat choice simply is a matter of “taste” or if it is influenced by parental diets and family meanings within a specific cultural frame. 3 Subsequently, two parallel quantitative studies investigated factors influencing meat consumption at present-day, in a broader sample (264 Italians and 237 Britons). With that aim, a survey has been conducted using a made to purpose questionnaire integrating core aspects of the Identity and Norms theories with the Theory of Planned Behaviour (TPB), which allow to explore the role and the interaction of social variables (e.g., group norms, social identification) and individual variables (e.g., Self-identity).The relevant data have been organized and analyzed, according to standard statistical practices. Results: The Life Histories thematic analysis proved to be a useful and effective method in collecting information and deeply seated factors affecting meat consumption and related practices. It revealed its complexity and the influential role of individuals, society, cultures and rituals. Interestingly, on the personal side, Self-identity and social norm emerge as key psychological factors. They do not stand out as isolated themes, but rather play a role in association with different conditions. Personal low meat consumption levels and healthy-eater styles were consciously used by interviewees to present themselves, whilst strong social norms appear to control or influence meat use in dietary habits. The multiple regression analysis for the Italian sample showed that the TPB components accounted for 20% of the variance in eating meat. As expected, these results provided support for intention, perceived behavioral control and Self-identity as statistically significant predictors of meat eating behavior. As far as intention is concerned, the whole model explained nearly 40% of the proportion of the variance of an individual’s intention to eat meat. In this case, results provided support for perceived behavioral control, and Self-Identity as statistically significant predictors of intention to eat meat. Instead, for the Britons, the same model explained nearly 60% of the proportion of the variance of a meat eating behavior and almost 80% of the variance of intention to eat meat. Specifically, these results provided support for intention and healthy-eater identity as predictors of meat eating behavior, whilst attitudes, perceived behavioral control, healthy- eater identity and Self-identity as meat eater were statistically significant predictors of intention to eat meat. Unexpectedly, the role of social variables (e.g., group norms, social identification) were not significant in both samples. 4 Conclusions: This PhD project produced an advancement in the knowledge of psychological factors behind meat consumption, with particular reference to the Italian context. The strategic choice of integrating qualitative and quantitative approaches allowed to overcome intrinsic limitations of both, thus allowing an articulate, in-depth vision of attitudes, identity and norm. Results may offer interesting benefits for new information strategies targeting psychological variables, such as those above and provide new insights for the study of food and eating behaviors in non-clinical contexts. 5 RIASSUNTO Introduzione: Da tempo in Italia e nel modo si assiste ad una sempre crescente attenzione nei confronti del cibo, della sua sicurezza e sulle conseguenze che i moderni metodi di produrlo hanno sulla qualità della vita e dell’ambiente (Expo 2015). Le scelte alimentari sono processi articolati che vanno oltre le semplici esigenze nutrizionali.. Esse implicano numerosi processi biologici, fisiologici e socio-psicologici e trasmettono una serie di messaggi sociali che afferiscono dalle relazioni umane alla cultura in generale. La carne, a livello universale, è il cibo più investito di simboli e significati. In molte società, infatti, la carne è il cibo più apprezzato ed i piatti a base carne sono sinonimo di “cibo vero” attorno ai quali si costituisce l’intero pasto. Nel corso degli anni, la richiesta ed il consumo di carne, un tempo merce rara, sono cresciuti in modo esponenziale, con gravi ripercussioni sulla salute e l’ambiente, sia a livello sociale che dei singoli individui. Le ragioni che conduco al suo consumo non dipendono da una sola variabile, bensì da un complesso di fattori personali e sociali, la cui comprensione potrebbe rivestire un ruolo importante nella lotta all’inquinamento e nel miglioramento della salute. Obiettivi: questo progetto di dottorato ha indagato il ruolo che la carne gioca nella vita di tutti i giorni e, in modo particolare, in quella delle giovani generazioni, con l’obiettivo di far luce su alcuni dei processi psico-sociali che ne influenzano il consumo. A questo proposito, sono stati analizzati in dettaglio i ruoli degli atteggiamenti, delle identità e delle norme. Metodo: allo scopo di comprendere i possibili fattori psicologici che condizionano la scelta e l’uso della carne sono stati condotti tre studi su altrettanti campioni di giovani italiani e inglesi di età compresa tra i 21 ed i 31 anni, autonomi nelle loro scelte e nelle loro abitudini alimentari. Uno studio qualitativo è stato condotto al fine di esaminare le ragioni psicologiche ed i contesti sociali che influenzano gli stili alimentari e il consumo di carne degli italiani, mantenendo un ottica trans generazionale, legata al procedere dell’età del consumatore. Sono state condotte 14 interviste secondo il metodo delle Life Histories, successivamente studiate con un’analisi tematica. Si è cercato di evidenziare, in particolare, le relazioni tra madre e figlia allo scopo di comprendere fino a che punto il consumo della carne sia una 6 questione di gusto e quanto siano importanti le influenze prodotte dai significati e dalle abitudini alimentari in un contesto culturale specifico. Successivamente, tramite due indagini quantitative parallele, sono stati studiati alcuni fattori potenzialmente influenti sul consumo della carne su un campione più ampio (264 italiani e 237 inglesi). A questo scopo è stato preparato un apposito questionario, costruito integrando gli aspetti fondamentali della teoria dell’identità e delle norme con quelli della teoria del comportamento pianificato (Theory of Planned Behaviour, TPB) tale da consentire l’analisi del ruolo delle variabili sociali (norme di gruppo, identità sociale, ecc.) ed individuali (identità di Sé, ecc.). I dati così ottenuti sono stati organizzati e analizzati secondo le prassi statistiche standard. Risultati: L’analisi tematica delle interviste si è rivelata un metodo utile ed efficace per raccogliere informazioni ed esplorare i fattori psicologici profondi che determinano il consumo di carne e le pratiche di contorno. Inoltre, sono emersi anche l’influenza e la complessità dei ruoli dei singoli individui, della società, della cultura e dei rituali. Sul lato personale, l’identità di Sé e la norma sociale sono emersi come fattori psicologici rilevanti, sebbene non siano apparsi come temi isolati ma piuttosto
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