Barriers to Meat Reduction

Thai, H. (University of Queensland), Fielding, K. (University of Queensland), Louis, W. (University of Queensland)

The current research draws on the social identity approach to investigate how group membership relates to reducing meat consumption. Two studies were conducted that investigated how individuals who violate group norms by engaging in meat reduction (i.e., choosing a vegetarian diet) are perceived by their ingroup (i.e., gender) peers. Male and female undergraduate students (Study 1: N = 200) and Americans (Study 2: N = 200) were recruited to participate in the studies. Participants were asked to read an ostensible transcript of an interview with a target individual who varied in gender (male or female) and diet (vegetarian or meat eater). It was expected that males would evaluate other males less favourably when they violated ingroup (i.e., meat eating) norms, but that this pattern would not emerge for female participants because meat eating norms are less central to female identity. Results will be discussed and implications will be discussed.

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Veganism Symposium