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The influence of famous people’s eating behavior on attitude towards a vegetarian diet and their and intention to eat less meat

Maitzen, Theresa (2015) The influence of famous people’s eating behavior on attitude towards a vegetarian diet and their and intention to eat less meat.

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Abstract:The purpose of this study was to investigate whether seeing famous people following a vegetarian diet influences our attitude towards that eating behavior and our intention to engage in it. Furthermore, the moderating effects of the subjective norm and our status perception of a vegetarian diet and the status perception of meat consumption were examined. As far as the researcher is informed, this is the first study which investigates the influence of famous people following a vegetarian diet on attitude and intention with subjective norm and status perception as moderators. By means of an online questionnaire, which was designed and spread by means of the online platform “Qualtrics”, 156 participants were approached via facebook, email or the messenger “Whatsapp” in april 2015. Results indicated a significant effect of subjective norm on critical attitude towards meat consumption and intention to eat less meat. Furthermore, the status perception of a vegetarian diet had a significant effect on intention and status perception of meat consumption had a significant effect on critical attitude towards meat consumption. Additionally, the status perception of a vegetarian diet correlated positively with status perception of meat consumption and intention. The subjective norm correlated positively with attitude towards a vegetarian diet, critical attitude towards meat consumption, status perception of a vegetarian diet and intention. Finally, attitude towards a vegetarian diet correlated positively with the status perception of a vegetarian diet. Attitude towards a vegetarian diet and critical attitude towards meat consumption correlated positively with intention. There is still a huge meat production and consumption. A large part of the total food supply is used by the meat industry to feed their cattle. By getting insights in factors that determine people´s meat consumption, interventions that aim at making the consumer´s eating behavior more sustainable could be designed in a more effective manner.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/68401
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