“Eat less Meat”: Beneficial for you and for the environment - integrating theory and practice to shape communications encouraging a decrease in meat consumption

Magdalena Cismaru () and Tudor Edu
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Magdalena Cismaru: University of Regina
Tudor Edu: Romanian-American University

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 4, No 5, 915-940

Abstract: Abstract Significant knowledge has been accumulated regarding the detrimental impacts of meat consumption on both personal health and the environment. As a result, online social marketing initiatives aimed at reducing meat consumption have emerged. The purpose of this research is to explore the alignment between theory and practice in such campaigns. Protection Motivation Theory (PMT) is posited as an appropriate model for social marketing communications aiming at decreasing meat consumption. Subsequently, ten on-line communications directed at individuals with the aim at decreasing meat consumption are identified and subjected to a qualitative review. Through content analysis, key themes and messages employed in these campaigns were identified along with an assessment of the integration of PMT principles. The findings offer specific recommendations to enhance existent and future communications strategies. These recommendations focus on targeting current meat consumers, persuading them to reduce their meat consumption for health and environmental reasons, utilizing PMT principles. Effective strategies should heighten individuals perceived vulnerability and severity regarding the health and environmental impacts of meat consumption while offering easily adoptable recommendations. Additionally, the recommended actions should be perceived as leading to the desired outcomes; namely, improving personal health and protecting the environment. This original comprehensive review demonstrates the successful application of PMT in on-line campaigns aimed at reducing meat consumption, providing valuable insights and guidance for future initiatives in social marketing.

Keywords: Health and wellbeing; Sustainability; Decreasing meat consumption; Social Marketing; Protection Motivation Theory (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12208-024-00408-7

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