University of Applied Sciences Wiener Neustadt, Institute of Marketing & Sales, Schloegelgasse 22-26, 2700, Wiener Neustadt, Austria; University of Natural Resources and Life Sciences, Institute of Marketing & Innovation, Feistmantelstrasse 4, 1180, Vienna, Austria.
University of Applied Sciences Wiener Neustadt, Institute for Sustainability, Zeiselgraben 4, 3250, Wieselburg, Austria; WU Vienna University of Economics and Business, Institute for Ecological Economics, Welthandelsplatz 1/D5/Level 3, 1020, Vienna, Austria.
Appetite. 2022 Jan 1;168:105739. doi: 10.1016/j.appet.2021.105739. Epub 2021 Oct 12.
A reduction of meat consumption and shift to plant-based diets, especially in industrialized countries, is acknowledged as crucial for reaching climate targets, addressing public health problems, and protecting animal welfare. While scholarly research distilled drivers of meat consumption and barriers to its reduction, insights into the effectiveness of measures to initiate such a profound change in consumer behaviour are relatively scarce. This paper presents a systematic literature review on consumption-side interventions in the context of meat consumption across scholarly disciplines. Our analysis confirms that existing research predominantly assessed interventions addressing personal factors of behavioural change such as knowledge and emotions. Whether these interventions are effective depends on whether information (i) is provided on health, animal welfare or environmental effects, (ii) is emotionally or cognitively framed, and (iii) is aligned with consumers' information needs. Moreover, linking meat to living animals or to the humanness of animals activates negative emotions and, thus, reduces meat consumption. Further, increasing the visibility and variety of vegetarian dishes in food environments decreases meat-eating. Also, educational courses on how to shop and cook vegetarian food are effective in reducing meat consumption. There is less evidence on the effectiveness of interventions addressing socio-cultural factors such as social norms. Regarding future research directions, existing research mainly investigated the influence of interventions on attitudes and behavioural intentions. Hence, there is still a need for studies to assess more long-term effects of intervention measures on actual meat consumption and their potential to initiate fundamental changes in dietary habits.
减少肉类消费并转向植物性饮食，特别是在工业化国家，被认为是实现气候目标、解决公共卫生问题和保护动物福利的关键。虽然学术研究已经总结了肉类消费的驱动因素和减少肉类消费的障碍，但对于启动这种消费者行为深刻变化的措施的有效性的见解相对较少。本文对跨学术学科的肉类消费背景下的消费方干预措施进行了系统的文献综述。我们的分析证实，现有研究主要评估了针对行为改变的个人因素的干预措施，如知识和情绪。这些干预措施是否有效取决于信息是否(i)提供了关于健康、动物福利或环境影响的信息，(ii)是否在情感或认知上进行了框架，以及(iii)是否与消费者的信息需求相一致。此外，将肉类与活体动物或动物的人性联系起来会引发负面情绪，从而减少肉类消费。此外，在食品环境中增加素食菜肴的可见度和种类也会减少肉食。关于如何购物和烹饪素食的教育课程也可以有效减少肉类消费。关于针对社会文化因素（如社会规范）的干预措施的有效性的证据较少。关于未来的研究方向，现有研究主要调查了干预措施对态度和行为意图的影响。因此，仍需要研究来评估干预措施对实际肉类消费的更长期影响，以及它们在饮食习惯方面引发根本性变化的潜力。
