Flexitarianism and Social Marketing

Reflections on Eating Meat in Moderation

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

Abstract

Society increasingly expresses concerns about the meat-centred food system, there is an increasing choice of plant-based meat substitutes and a growing amount of food consumers abstain from eating meat for several days per week (i.e., flexitarianism). However, consumers differ in their engagement regarding meat consumption moderation, leading to different transition routes of reducing meat consumption. Social marketing strategies are relevant when it comes to this transition and can be divided along a spectrum from light (“education”) to heavy (“law”). In the middle of this spectrum, nudging may be typified as aiming to unconsciously change behaviour by intervening in the context of consumption. This chapter presents two field experiments showing how these unconscious behavioural interventions could offer opportunities to effectively reduce meat consumption. Despite the promising contributions of these nudging interventions, a sustainable transition towards less meat consumption also requires changes in both prevalent consumers' mind-set and consumer culture.
Original languageEnglish
Title of host publicationHandbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption
EditorsD. Bogueva, D. Marinova, T. Raphaely
PublisherIGI Global
Pages105-120
ISBN (Electronic)9781522547587
ISBN (Print)9781522547570
DOIs
Publication statusPublished - 2018

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social marketing
meat consumption
ingestion
meat
meat substitutes
marketing strategies
behavior change
education

Cite this

Dagevos, H., & Reinders, M. J. (2018). Flexitarianism and Social Marketing: Reflections on Eating Meat in Moderation. In D. Bogueva, D. Marinova, & T. Raphaely (Eds.), Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption (pp. 105-120). IGI Global. https://doi.org/10.4018/978-1-5225-4757-0.ch007
Dagevos, H. ; Reinders, M.J. / Flexitarianism and Social Marketing : Reflections on Eating Meat in Moderation. Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption. editor / D. Bogueva ; D. Marinova ; T. Raphaely. IGI Global, 2018. pp. 105-120
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Dagevos, H & Reinders, MJ 2018, Flexitarianism and Social Marketing: Reflections on Eating Meat in Moderation. in D Bogueva, D Marinova & T Raphaely (eds), Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption. IGI Global, pp. 105-120. https://doi.org/10.4018/978-1-5225-4757-0.ch007

Flexitarianism and Social Marketing : Reflections on Eating Meat in Moderation. / Dagevos, H.; Reinders, M.J.

Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption. ed. / D. Bogueva; D. Marinova; T. Raphaely. IGI Global, 2018. p. 105-120.

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review

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Dagevos H, Reinders MJ. Flexitarianism and Social Marketing: Reflections on Eating Meat in Moderation. In Bogueva D, Marinova D, Raphaely T, editors, Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption. IGI Global. 2018. p. 105-120 https://doi.org/10.4018/978-1-5225-4757-0.ch007