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https://doi.org/10.21256/zhaw-28060| Publication type: | Article in scientific journal |
| Type of review: | Peer review (publication) |
| Title: | Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale |
| Authors: | Strässner, Anna-Maria Hartmann, Christina |
| et. al: | No |
| DOI: | 10.1016/j.appet.2023.106537 10.21256/zhaw-28060 |
| Published in: | Appetite |
| Volume(Issue): | 186 |
| Issue: | 106537 |
| Issue Date: | 2023 |
| Publisher / Ed. Institution: | Elsevier |
| ISSN: | 0195-6663 1095-8304 |
| Language: | English |
| Subjects: | Behaviour change; Decisional balance; Food decision making; Meat reduction |
| Subject (DDC): | 150: Psychology |
| Abstract: | Meat reduction is gaining attention among consumers, marketers, policymakers and scientists. Yet little is known about decision-making processes and behaviour change towards meat reduction. This paper explores the applicability of the decisional balance (DB) framework to the field of meat reduction. A novel DB scale to measure the perceived importance of beliefs about meat reduction at different stages of behaviour change was developed and validated in two studies with German meat eaters. In Study 1 (N = 309), the item inventory was tested using an exploratory factor analysis and then validated in Study 2 (N = 809). The results yielded two higher-order DB factors (pros and cons), which were subdivided into five lower-order factors (perceived benefits of a plant-based diet, downsides of factory farming, health barriers, legitimation barriers and feasibility barriers). The pros and cons were summarised in a DB index. All DB factors and the DB index were tested for internal consistency (Cronbach's alpha ≥.70) and aspects of validity. The typical DB pattern of the pros and cons of behaviour change was confirmed: the cons outweighed the pros for consumers who did not intend to reduce meat consumption, while the pros outweighed the cons for consumers who intended to reduce meat consumption. The new DB scale for meat reduction has proven to be a suitable measure to gain insights into consumers' decision making and could be used to develop targeted meat reduction interventions. |
| URI: | https://digitalcollection.zhaw.ch/handle/11475/28060 |
| Fulltext version: | Published version |
| License (according to publishing contract): | CC BY 4.0: Attribution 4.0 International |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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| File | Description | Size | Format | |
|---|---|---|---|---|
| 2023_Straessner-Hartmann_Gradual-behaviour-change-towards-meat-reduction.pdf | 2.98 MB | Adobe PDF |  View/Open |
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Strässner, A.-M., & Hartmann, C. (2023). Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale. Appetite, 186(106537). https://doi.org/10.1016/j.appet.2023.106537
Strässner, A.-M. and Hartmann, C. (2023) ‘Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale’, Appetite, 186(106537). Available at: https://doi.org/10.1016/j.appet.2023.106537.
A.-M. Strässner and C. Hartmann, “Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale,” Appetite, vol. 186, no. 106537, 2023, doi: 10.1016/j.appet.2023.106537.
STRÄSSNER, Anna-Maria und Christina HARTMANN, 2023. Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale. Appetite. 2023. Bd. 186, Nr. 106537. DOI 10.1016/j.appet.2023.106537
Strässner, Anna-Maria, and Christina Hartmann. 2023. “Gradual Behaviour Change towards Meat Reduction : Development and Validation of a Novel Decisional Balance Scale.” Appetite 186 (106537). https://doi.org/10.1016/j.appet.2023.106537.
Strässner, Anna-Maria, and Christina Hartmann. “Gradual Behaviour Change towards Meat Reduction : Development and Validation of a Novel Decisional Balance Scale.” Appetite, vol. 186, no. 106537, 2023, https://doi.org/10.1016/j.appet.2023.106537.
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