Defense Master
Thesis
What is the problem?
‘Meat consumption in the Netherlands’
●
Integrated and enjoyed activity
●
´Culture of flesh´
How does this research contribute in tackling the problem?
● Influence attitudes and intentions towards reducing meat consumption
Messages
Focus: Dynamic (descriptive) norm Combined with: Message framing
(1) Goal framing (Gain versus Loss)
(2) Temporal framing (Present versus Future)
Conceptual model
Method & Data analysis
● Online survey in the Netherlands: 357 valid responses ● Dutch people above 18 years old
● Excluded vegetarians and vegans
Data analysis
Hypotheses testing
H1&4:
Loss framing > Gain framing H2&5:
Future framing > Present framing
H3&6:
Gain & Future > Gain & Present Loss & Present > Loss & Future
Further analyses
● ANCOVA: Frequency of eating meat ● Explore the combinations for intentions
→ How do goal framing conditions act within the two temporal framing
conditions?
Exploring the combinations
● Most effective: Present framing with Gain framing → Pro-Environmental behavior = Future and extern → High individual behavioral costs
´A present framed gain´ = Egoistic, direct and more tangible benefits
Conclusion
‘Under what circumstances do dynamic normative messages influence attitudes and intentions towards reducing meat consumption?’
● Goal framing and Temporal framing individual not effective ● Use present framing over future framing
Limitations & Future research
● External validity: Not normal distribution
● Internal validity more important: Study and messages → Strengthen temporal framing
