Effectiveness of Communication Strategies to Encourage Meat Consumption Reduction and Alternative Meat Consumption

Abstract

The present study aimed to identify factors that encourage and discourage meat consumption reduction and alternative meat consumption (i.e., pro-environmental food choice in the climate change context) and to examine the effectiveness of providing persuasive communication information on encouraging these food choices. Consumer questionnaire survey data analyses (n = 281) with five information conditions indicate that both food choice intentions were higher in the recommendation, environmental norm, and health norm conditions than in the control (i.e., no information) condition. The results suggest that specific information such as cooking methods and other information to stimulate health considerations is effective in encouraging pro-environmental food choice.