Purpose

Meat consumption causes a large amount of global greenhouse gas emissions and other environmental problems. Studies showed that consumers underestimate the environmental impact of meat consumption compared to other food-related behaviours. A video intervention was conducted to investigate the effect of information on consumers' perception and behaviour.

Design/methodology/approach

Two didactically different videos about meat and the environment and a control video were shown to 189 participants. Ratings about the environmental impact of different food-related behaviours as well as participants' meat consumption frequency were obtained directly before, one week later and one year after the screening by self-report questionnaires.

Findings

Mean rating of the environmental impact of meat consumption was second to the least important of the different food consumption patterns. In the first intervention group, the rating increased significantly (p = 0.001) after having watched the video. There was no such effect in the second intervention or the control group. Self-reported meat consumption frequency did not change significantly in any of the groups. No long-term differences between the groups could be found.

Research limitations/implications

The results suggest that there is still a lack of knowledge concerning the environmental impact of meat consumption. Providing information can affect awareness, depending on the type of information delivery. The circumstances under which information encourages behaviour change need to be further explored.

Originality/value

This is the first study that investigated the impact of different videos about environmental impacts of meat consumption on consumer perceptions and behaviour.

中文翻译：

---

纪录片对消费者对肉类消费环境影响的感知的影响

目的

肉类消费导致全球大量温室气体排放和其他环境问题。研究表明，与其他与食物相关的行为相比，消费者低估了肉类消费对环境的影响。进行了视频干预，以调查信息对消费者的感知和行为的影响。

设计/方法/方法

向189位参与者展示了两个关于肉类和环境的教义不同的视频和一个控制视频。通过自我报告调查表，分别在筛查之前，一周后和一年之后，获得了关于不同食物相关行为对环境的影响以及参与者的肉食频率的评分。

发现

在不同的食物消费方式中，肉类消费对环境的影响的平均等级仅次于最不重要。在第一个干预组中， 观看视频后，收视率显着提高（p = 0.001）。在第二次干预或对照组中没有这种效果。自我报告的肉类消费频率在任何一组中均没有显着变化。两组之间没有长期差异。

研究局限/意义

结果表明，仍然缺乏有关肉食对环境影响的知识。提供信息会影响意识，具体取决于信息传递的类型。需要进一步探讨信息鼓励行为改变的环境。

创意/价值

这是第一项研究，研究了有关食用肉类对环境的影响对消费者认知和行为的不同视频的影响。