Consumers' (Lacking) Self-determined Motivation to Reduce Meat Consumption

Publikation: Bidrag til bog/antologi/rapportKonferenceabstrakt i proceedingsForskningpeer review

Abstract

Meat consumption is associated with several sustainability and health issues, and thus a shift towards meat-reduced diets is urgently needed. However, in many countries, high meat intake is deeply rooted in the traditional dietary plan. The present research applied self-determination theory (SDT) to investigate consumers’ motivation to reduce meat consumption and, to explore how to ideally accelerate this transition in different consumer segments. Results of the applied latent class analysis are based on a representative sample of n=838 Danish consumers and revealed four distinct segments that differ in their self-determined motivation as well as willingness to eat more sustainable meal options. Thereby, this research contributes to accelerating consumers’ food-related behavioral change and provides a theoretical contribution by applying self-determination theory to the field of meat reduction.
OriginalsprogEngelsk
TitelProceedings of the European Marketing Academy : EMAC 2023 Annual Conference
Antal sider1
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2023
Artikelnummer113918
StatusUdgivet - 2023
BegivenhedThe 52nd EMAC Annual Conference 2023 - University of Southern Denmark, Odense, Danmark
Varighed: 23 maj 202326 maj 2023
Konferencens nummer: 52
https://www.emacconference2023.org/

Konference

KonferenceThe 52nd EMAC Annual Conference 2023
Nummer52
LokationUniversity of Southern Denmark
Land/OmrådeDanmark
ByOdense
Periode23/05/202326/05/2023
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

Emneord

  • Consumer behaviour
  • Segmentation

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