Abstract
Red meat production has a range of negative environmental impacts. We sought to characterize the motivations, environmental attitudes and demographics of red meat-eaters, and examine the effect of message framing in reducing future meat consumption. Canadian adult meat-eaters (593) completed a survey and were randomly assigned to one of six message treatments that presented information on the environmental impacts of meat production using frames representing social norms and/ or place identity constructs. Taste and quality were the most important motivators for eating meat, while moral/ethical factors were the least. Forty-nine percent of respondents indicated they would reduce red meat intake after exposure to an information only message, while the social norms frame was more effective than others (x2). Awareness of the environmental effects increased significantly after messaging for all 13 impacts. These findings should assist communicators with designing more effective messaging aimed at encouraging pro-environmental behaviours associated with meat consumption.
Generated Summary
This research article investigates the effectiveness of message framing in influencing Canadian meat-eaters’ intent to reduce red meat consumption. The study employed a survey-based approach with 593 adult participants, randomly assigned to one of six message treatments. These treatments presented information on the environmental impacts of meat production, using social norms and/or place identity constructs. The research explored the impact of different message frames on participants’ intentions to alter their red meat consumption, as well as their awareness of the environmental impacts associated with meat production. The study aimed to identify whether social norms or place identity could be useful in this context to reduce red meat consumption, particularly within a Canadian context. The study’s methodology involved the use of the Theory of Planned Behavior to assess the influence of messaging on consumer psychology and how these factors influence the intention to alter red meat consumption.
Key Findings & Statistics
- The most common frequency of red meat consumption among the participants was 3-4 occasions per week.
- The average consumption frequency was 3.5 ± 2.8 occasions per week.
- Males reported consuming red meat slightly more frequently (3.8 ± 3.0 occasions per week) than females (3.3 ± 2.6).
- For all geographical regions, the majority of participants reported consuming red meat 1-4 times per week.
- The Prairie region showed the highest percentage (30%) of respondents who reported eating red meat on five or more occasions each week.
- Beef and pork accounted for the large majority of consumption, with beef eaten at least 1-2 times per week by 96% of the sample and pork by 80%.
- Lamb/mutton/goat was consumed at least 1–2 times per week by 19% of participants.
- Taste and quality were the most important motivators for eating meat, while moral/ethical factors were the least.
- When participants were asked to indicate their future red meat consumption intentions, a significantly higher proportion indicated they would reduce their frequency.
- The SN treatment was more effective and the C_PI&SN less effective than expected.
- Participants born in Canada were less likely to reduce their current intake (3.4 occasions per week) than those born outside of Canada (3.8 occasions).
- Awareness of environmental impacts increased post-message exposure for all 13 listed impacts.
- Participants with higher NEP scores were more likely to report a lower level of future meat consumption following message exposure.
Other Important Findings
- The study found that the social norm message was positively associated with reductions in intended frequency of red meat consumption.
- The information only message (Control) was equally as effective as the social norm manipulation in reducing intended meat consumption.
- Participants who received either of the frames containing the C_PI construct (C_PI or C_PI&SN) were less likely to reduce intake than all other message types.
- The highest score was for the SN message (4.5 ± 1.8), and the lowest score was for C_PI&SN (3.5 ± 1.7).
- NEP score, location in the Prairie region, being born outside of Canada, and environmental or science-related education were significantly and positively associated with intent to reduce the frequency of consumption.
Limitations Noted in the Document
- The study measured intent to change meat consumption after message exposure rather than actual behaviour.
- The study relies upon participant’s access to online services and a computer, and although Canada is a bilingual country, the survey was only available in English; these factors may have unintentionally resulted in some participants being unable to take part.
- The study did not include a control for the possibility that participants may have been planning to reduce their future meat consumption regardless of exposure to messages.
- The study did not calculate the quantity of red meat consumed or quantify the corresponding environmental impacts.
Conclusion
This study provides insights into the effectiveness of message framing in influencing meat consumption behavior, with a specific focus on the Canadian context. The findings indicate that social norm messaging can be an effective tool to encourage the reduction of red meat consumption. The study highlights the importance of considering the context and the audience when designing messages, particularly the potential influence of social norms and place identity. The authors suggest that communications strategies should be optimized to communicate the environmental impacts of red meat production and encourage a reduction in meat consumption among Canadians. This study reveals that the effectiveness of messaging varies with environmental education, values, and place of origin and residence; environmental information is not received equally by all segments of Canada. Future research could focus on developing alternative message frames to target specific groups in order to increase the potency of messages and to optimize the use of visuals in these frames. The authors suggest that the necessity of mitigating climate change and other environmental impacts is clearly understood amongst the scientific community, while challenges lie in creating effective communication methods to engage citizens in the necessary pro-environmental behaviours. This study provides some guidance on how messaging may be optimized to communicate the environmental impacts of red meat production, and encourage a reduction in meat consumption amongst Canadians.