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The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions

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Abstract
The environmental challenges associated with meat production and consumption have driven the rise of new plant-based (PB) meats. However, PB meat consumption among Europeans remains low. One of the main barriers to the consumption of PB foods is the consumers' need for information. Social media (SM) can help rapidly disseminate a wide range of information. Yet, misinformation in these channels raises concerns about consumers' trust. Therefore, this study examined whether involvement in SM mediates the relationship between beliefs, attitudes and intentions towards reducing meat consumption and PB meat behavioral intentions, particularly for omnivores and flexitarians. Data were collected from 10 European countries (n = 6869). Two SM-related factors, namely the likelihood of using SM to find information about PB foods and trust in information about PB foods from SM were designated as mediators. At least 30 % of the respondents were more likely to use and trust information on PB food from SM. The mediation analyses revealed significant partial mediation (p < 0.001) with respect to the direct effect between beliefs, attitudes and intentions towards meat reduction and the indirect effects of the mediators on PB meat behavioral intentions. This study builds upon how SM shape the behavioral intentions towards PB meat consumption and the meat reducing attitudes of Europeans. The results also provide evidence on how SM can promote European consumers' behavioral intentions for PB meat.
Keywords
Plant-based meat, Meat reducer, Mediation analysis, Social media, Consumer behavior, Europe, FOOD SECURITY, TRUST, CONSUMPTION, UNCERTAINTY, INFORMATION, SEEKING

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MLA
Rini, Listia, et al. “The Role of Social Media in Driving Beliefs, Attitudes, and Intentions of Meat Reduction towards Plant-Based Meat Behavioral Intentions.” FOOD QUALITY AND PREFERENCE, vol. 113, 2024, doi:10.1016/j.foodqual.2023.105059.
APA
Rini, L., Bayudan, S. R., Faber, I., Schouteten, J., Perez-Cueto, F. J. A., Bechtold, K.-B., … De Steur, H. (2024). The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions. FOOD QUALITY AND PREFERENCE, 113. https://doi.org/10.1016/j.foodqual.2023.105059
Chicago author-date
Rini, Listia, Simoun Rainier Bayudan, Ilona Faber, Joachim Schouteten, Federico J. A. Perez-Cueto, Kai-Brit Bechtold, Xavier Gellynck, Michael Bom Frost, and Hans De Steur. 2024. “The Role of Social Media in Driving Beliefs, Attitudes, and Intentions of Meat Reduction towards Plant-Based Meat Behavioral Intentions.” FOOD QUALITY AND PREFERENCE 113. https://doi.org/10.1016/j.foodqual.2023.105059.
Chicago author-date (all authors)
Rini, Listia, Simoun Rainier Bayudan, Ilona Faber, Joachim Schouteten, Federico J. A. Perez-Cueto, Kai-Brit Bechtold, Xavier Gellynck, Michael Bom Frost, and Hans De Steur. 2024. “The Role of Social Media in Driving Beliefs, Attitudes, and Intentions of Meat Reduction towards Plant-Based Meat Behavioral Intentions.” FOOD QUALITY AND PREFERENCE 113. doi:10.1016/j.foodqual.2023.105059.
Vancouver
1.
Rini L, Bayudan SR, Faber I, Schouteten J, Perez-Cueto FJA, Bechtold K-B, et al. The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions. FOOD QUALITY AND PREFERENCE. 2024;113.
IEEE
[1]
L. Rini et al., “The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions,” FOOD QUALITY AND PREFERENCE, vol. 113, 2024.
@article{01HNMZ4B4AD0CJAQV783ES6812,
  abstract     = {{The environmental challenges associated with meat production and consumption have driven the rise of new plant-based (PB) meats. However, PB meat consumption among Europeans remains low. One of the main barriers to the consumption of PB foods is the consumers' need for information. Social media (SM) can help rapidly disseminate a wide range of information. Yet, misinformation in these channels raises concerns about consumers' trust. Therefore, this study examined whether involvement in SM mediates the relationship between beliefs, attitudes and intentions towards reducing meat consumption and PB meat behavioral intentions, particularly for omnivores and flexitarians. Data were collected from 10 European countries (n = 6869). Two SM-related factors, namely the likelihood of using SM to find information about PB foods and trust in information about PB foods from SM were designated as mediators. At least 30 % of the respondents were more likely to use and trust information on PB food from SM. The mediation analyses revealed significant partial mediation (p < 0.001) with respect to the direct effect between beliefs, attitudes and intentions towards meat reduction and the indirect effects of the mediators on PB meat behavioral intentions. This study builds upon how SM shape the behavioral intentions towards PB meat consumption and the meat reducing attitudes of Europeans. The results also provide evidence on how SM can promote European consumers' behavioral intentions for PB meat.}},
  articleno    = {{105059}},
  author       = {{Rini, Listia and Bayudan, Simoun Rainier and  Faber, Ilona and Schouteten, Joachim and  Perez-Cueto, Federico J. A. and  Bechtold, Kai-Brit and Gellynck, Xavier and  Frost, Michael Bom and De Steur, Hans}},
  issn         = {{0950-3293}},
  journal      = {{FOOD QUALITY AND PREFERENCE}},
  keywords     = {{Plant-based meat,Meat reducer,Mediation analysis,Social media,Consumer behavior,Europe,FOOD SECURITY,TRUST,CONSUMPTION,UNCERTAINTY,INFORMATION,SEEKING}},
  language     = {{eng}},
  pages        = {{10}},
  title        = {{The role of social media in driving beliefs, attitudes, and intentions of meat reduction towards plant-based meat behavioral intentions}},
  url          = {{http://doi.org/10.1016/j.foodqual.2023.105059}},
  volume       = {{113}},
  year         = {{2024}},
}

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