Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: The stereotypes attributed to hosts when they offer an environmentally-friendly vegetarian versus a meat menu
Authors: Funk, Angela
Sütterlin, Bernadette
Siegrist, Michael
et. al: No
DOI: 10.1016/j.jclepro.2019.119508
Published in: Journal of Cleaner Production
Volume(Issue): 250
Issue: 119508
Issue Date: 2020
Publisher / Ed. Institution: Elsevier
ISSN: 0959-6526
Language: English
Subjects: Stereotype; Meat consumption; Environmentally-friendly food consumption; Character trait; Menu evaluation
Subject (DDC): 303: Social processes
333.7: Land, natural recreational areas
Abstract: 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.
URI: https://digitalcollection.zhaw.ch/handle/11475/23378
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Engineering
Organisational Unit: Institute of Sustainable Development (INE)
Appears in collections:Publikationen School of Engineering

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