University of Twente Student Theses
Transition to a Sustainable Society : How can a Meatless Lifestyle be Facilitated? A Study on the Possible Antecedents of the Intention of the Consumption of Meatless Meals
Weener, S. (2023) Transition to a Sustainable Society : How can a Meatless Lifestyle be Facilitated? A Study on the Possible Antecedents of the Intention of the Consumption of Meatless Meals.
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| Abstract: | An increase in the execution of pro-environmental behaviour is highly necessary in order to limit global warming, as stated in the Paris Agreement. An environmental self-identity was found to be a main predictor of pro-environmental behaviour (Van der Werff et al., 2014). Following the compatibility theory by Ajzen (1996), vegetarian self-identity seems to predict the intention of the consumption of meatless meals (Romo & Donovan-Kick, 2012). Schwarz et al. (1991) successfully manipulated perceived assertiveness with the Ease of Retrieval manipulation. In the current study, it was hypothesised that the ease of retrieval manipulation could influence the participant’s perceived vegetarian self-identity. Furthermore, a positive effect of both vegetarian self-identity and animal welfare concern on the intention of the consumption of meatless meals was expected. The role of animal welfare concern on vegetarian self-identity and on the relationship between vegetarian self-identity and the intention of the consumption of meatless meals was explored. The conduction of the online experiment resulted in a sample of mostly university students (N=70). The manipulation check showed that the manipulation did not work as intended. Also, manipulated ease of retrieval did not have a significant positive effect on vegetarian self-identity. For vegetarian self-identity and animal welfare concern there was a significant positive effect on intention of the consumption of meatless meals. Animal welfare concern seems to be positively correlated with vegetarian self-identity and a significant negative interaction effect of animal welfare concern on the relationship between vegetarian self-identity and intention of the consumption of meatless meals was suggested. Regarding future studies, it is advised to explore the role of animal welfare concern to a greater extent. Animal welfare concern could be an alternative variable to manipulate in order to stimulate the intention of the consumption of meatless meals. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 43 environmental science, 77 psychology |
| Programme: | Psychology BSc (56604) |
| Link to this item: | https://purl.utwente.nl/essays/94237 |
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