The Influence of Social Media on Reducing Meat Consumption: Using the Right Source, Message Valence, and Information Presentation to Influence the Reduction of Meat Consumption and Lead to Social Media Engagement

The consumer behaviour of individuals is changing due to the increase in environmental awareness, which is largely a result of social media. It is important to influence this behaviour, as the literature mentions that eating a lot of meat causes various diseases, and SDGs are set to be achieved. Therefore, an individual health benefit was used as a topic in social media posts to influence the intention to reduce meat consumption and lead to social media engagement. The source, message valence, and information presentation were analysed to see if these assist in reaching these two intentions. This 2 (expert vs. ordinary person) x 2 (positive vs. negative valence) x 2 (simple vs. scientific terms) between-subject experimental design was carried out including Dutch omnivores between 18 and 30 years old. The mediator attitude towards the advertisement was used, and attitudes towards improving health and affinity with meat products were considered covariates. This study showed that an expert together with a positive message valence should be used in a post to increase behavioural intention. In addition, the covariate affinity with meat products showed that when people are less attached to meat products, the intention to reduce the consumption of these products is greater.