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Ambivalence towards meat.
Mariëtte Berndsen1, Joop van der Pligt
1Department of Social Psychology, University of Amsterdam, Roetersstraat 15, 1018 WB Amsterdam, The Netherlands. sp_berndsen@macmail.psy.uva.nl
Appetite
|March 24, 2004
Summary
Meat eaters experiencing more ambivalence have less positive attitudes towards meat and consume less. This suggests that understanding ambivalence is key to reducing meat consumption.
Area of Science:
- Psychology
- Environmental Studies
- Nutrition
Background:
- Meat consumption is a significant factor in environmental impact and health.
- Understanding the psychological drivers behind dietary choices is crucial for behavior change.
Purpose of the Study:
- To investigate how ambivalence in meat eaters influences their attitudes, beliefs, consumption, and intentions to reduce meat intake.
- To explore the relationship between affective beliefs, ambivalence, and meat consumption patterns.
Main Methods:
- Survey-based study comparing highly ambivalent meat eaters with less ambivalent meat eaters.
- Analysis of attitudes, belief structures (affective, moral, risk perceptions), current consumption, and future intentions.
Main Results:
- Higher ambivalence correlated with less positive attitudes towards meat consumption.
- Ambivalent meat eaters associated meat with negative feelings, moral concerns, and health/environmental risks.
- Affective beliefs predicted both attitude and ambivalence; ambivalence predicted reduced meat consumption and intentions to decrease intake.
Conclusions:
- Affective beliefs play a significant role in shaping attitudes and ambivalence towards meat.
- Meat consumption ambivalence is a direct predictor of reduced meat intake and future reduction intentions.
- Findings have implications for interventions aimed at promoting sustainable dietary behaviors.