The effect of norms and socialization on red and processed meat consumption reduction (RPMC) among young people

Isabelle Muratore () and Stephanie Nguyen ()
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Isabelle Muratore: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Stephanie Nguyen: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This study examines how social norms conveyed by different agents of socialization (family, peers, school, and media) influence young people's intentions to reduce red and processed meat consumption (RPMC). Drawing on socialization and social norms theory, we show with a survey of French adolescents (N=237) that descriptive norms associated with parents and peers significantly influence RPMC reduction intentions. Injunctive norms from parents, school, and media are also effective, whereas peer injunctive norms are not.

Keywords: Red and processed meat consumption reduction (RPMC); descriptive norm; injunctive norm; socialization (search for similar items in EconPapers)
Date: 2026-07-07
New Economics Papers: this item is included in nep-soc
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Published in Academy of Marketing, Jul 2026, Manchester (UK), United Kingdom

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