Journal
JOURNAL OF CLEANER PRODUCTION
Volume 250, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jclepro.2019.119508
Keywords
Stereotypes; Meat consumption; Environmentally-friendly food consumption; Character traits; Menu evaluation
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Food consumption has a large environmental impact, which could be substantially reduced by decreasing meat consumption. Obstacles to this reduction are the stereotypes connected to a vegetarian diet. The aim of this study was to identify how persons are evaluated with regard to certain characteristics based on the meals they offer friends for a dinner. In an online-experiment with 223 participants, the influence of a menu's meat component (meat vs. vegetarian menu) and price (low vs. high) on 10 personality attributes ascribed to hosts was investigated. Results show that persons who offer a vegetarian menu are assessed as significantly (p < .005) more trend conscious, alternative, health conscious, and more concerned about animal welfare. For menus of a higher price category, the hosts are seen as stingier. Persons serving a vegetarian menu are perceived as worse hosts only if they offer an inexpensive menu. To reduce meat consumption in social and individual contexts, a positive communication strategy focusing on the positive characteristics and on the role model value of persons who offer vegetarian meals is recommended. (C) 2019 Elsevier Ltd. All rights reserved.
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