The meat of the matter : using social marketing to influence red meat purchase behaviour
MetadataShow full item record
Subjectbehaviour change; climate change; community-based social marketing; consumer behaviour; red meat; social marketing
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.
Showing items related by title, author, creator and subject.
Turnbull Loverock, Deanne L. (2010-12-16)Our behaviour is not changing fast enough to stop the environmental damage that is occurring. Many people will not voluntarily change their behaviours if there is no immediate benefit to them - this creates the need for a ...
How connectivity motivates behaviour change : gamification as an effective social media platform for BC QuitNow Services Brown, Jami Lynne (2014-07-23)Helping male tobacco users quit tobacco use by providing novel ways to engage with them has been a long and difficult process for tobacco cessation services such as BC QuitNow. With the explosion of technology in today's ...
An ecological model of climate marketing: A conceptual framework for understanding climate science related attitude and behavior change Hodson, Jaigris (Cogent Social Sciences, 2019)Climate change is a problem that will require cooperation across different levels of government, society, community and individual action. For this reason, communicating about climate change represents a distinct challenge ...