Other research product . 2018

The meat of the matter : using social marketing to influence red meat purchase behaviour

Name: The meat of the matter : using social marketing to influence red meat purchase behaviour
Creator: Schwantes, Christina
Keywords: climate change, red meat, community-based social marketing, food and beverages, consumer behaviour, behaviour change, social marketing

Schwantes, Christina;

Open Access

English

handle: 10613/8552

Published: 01 Jan 2018

Country: Canada

- Summary
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Abstract

The production and consumption of red meat presents a significant threat to environmental health and sustainability at a global scale. This study evaluates community-based social marketing tools as a means of reducing red meat purchases at grocery stores. Consumer surveys and focus groups are used to explore the psychosocial aspects of consumer behaviour particular to red meat purchases, and guide the development of a community-based social marketing pilot in two Toronto grocery stores. The pilot asked consumers to publicly commit to reducing red meat purchases by one meal per week. Measuring red meat sales demonstrated that commitment is an effective means of temporarily reducing red meat purchases. Recommendations include an approach combining various social marketing tools such as information, commitment, and social diffusion in an effort to transform social norms and foster a culture of lower red meat consumption.

Subjects by Vocabulary

Medical Subject Headings: food and beverages

Subjects

climate change, red meat, community-based social marketing, consumer behaviour, behaviour change, social marketing

Related Organizations

Vancouver Island University
Canada

List of Figures Figure 1: Encouraging Benefits and Reducing Barriers to Behaviour Change. ........................... 58 Figure 2: Pilot Results at Intervention Store................................................................................. 60 Figure 3: Screenshot of Public Commitments from Project Website ........................................... 63 List of Tables Table 1: Examples of Community-based Social Marketing Initiatives ........................................ 27 Table 2: Pilot Intervention Schedule............................................................................................. 36 Table 3: Perceived Importance* of Reasons for Purchasing Red Meat........................................ 52 Table 4: Benefits to Reducing Red Meat Purchases..................................................................... 55 Table 5: Barriers to Reducing Red Meat Purchases ..................................................................... 55 Table 6: Public Commitments to Reduce Red Meat Purchases.................................................... 64 Table 7: Customers who Indicated they Already Reduce Red Meat Purchases ........................... 64

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