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Coping with multiple identities related to meat consumption
Psychology and Marketing ( IF 5.507 ) Pub Date : 2020-11-10 , DOI: 10.1002/mar.21432
Louise Randers 1 , Alice Grønhøj 1 , John Thøgersen 1
Affiliation  

Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health‐related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self‐relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food‐based photo‐diary and in‐depth interviews, supported by a visualization approach, developed from self‐brand connection methods. Three higher‐order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.

中文翻译:

应对与肉食相关的多种身份

全球肉类消费对环境可持续性和人类健康构成威胁。因此,与食用肉相关的道德和健康相关规范正在发生变化,并且在各种情况下,在选择肉类和非肉类选择之间,消费者会遇到冲突。为了更好地理解这些冲突的性质以及消费者如何应对它们,我们研究了与肉类消费有关的身份以及它们的组织方式。身份理论被用作解决肉类与消费者之间的自我关系的镜头。十三名丹麦消费者在以自有品牌的连接方法为基础的可视化方法的支持下,在以食物为基础的照片日记和深度访谈中分享了他们如何以及为什么吃,减少或避免吃肉。出现了三个更高层次的身份(务实的理想主义者,道德美食家和健康享乐主义者),管理不同肉类的食用,减少或避免。存在健康,道德(例如动物福利)和享乐主义关注之间的身份冲突,但也存在身份污名。应对机制包括显着性的改变和肉类消费方式的改变。促进减少肉类消费的活动家和替代蛋白质食品的开发者可以利用这些见解来确定身份并促进解决冲突。但是,关于可推广性的结果还需要进行更多的研究。促进减少肉类消费的活动家和替代蛋白质食品的开发者可以利用这些见解来确定身份并促进解决冲突。但是,关于可推广性的结果还需要进行更多的研究。促进减少肉类消费的活动家和替代蛋白质食品的开发者可以利用这些见解来确定身份并促进解决冲突。但是,关于可推广性的结果还需要进行更多的研究。
更新日期:2021-01-04
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