Project: You are what you eat, or shouldn’t you? An inquiry on social identity message framing as a stragegy to promote weak and strong routes of change towards meat-reduced diets.

2017-10-01 – 2021-09-30

Abstract

Sustainable development requires lower levels of meat consumption worldwide. The proposed research draws on Message Framing Theory and Social Identity Theory to investigate how message framing based on social identity may be used as a strategy to promote meat-reduced diets among meat consumers. Using four experiments we will examine the effect of different message strategies on meat-reduction intentions.