The Mediating Role of Personal Norms in the Relationship between Social Norms and Meat Consumption among Meat Consumers

Abstract

Multiple studies have demonstrated that social norms have an influence on meat consumption. However, it has been suggested that, in order for social norms to have a long-lasting effect on meat consumption, these norms ought to be internalized into personal norms. Research on the indirect effect of social norms on meat consumption via personal norms is lacking. Furthermore, it is unknown whether injunctive or descriptive social norms have a larger influence on meat consumption. The present study therefore examined the relationship between injunctive and descriptive norms and meat consumption, and the mediating role of personal norms. An online survey was conducted among meat eaters and flexitarians (N = 119). First, the effects of injunctive and descriptive norms on meat consumption were analyzed. The results showed that only injunctive norms had an effect on meat consumption. Moreover, personal norms fully mediated the relationship between injunctive norms and meat consumption. There was no effect of descriptive norms on meat consumption, and no mediating effect of personal norms. Therefore, it is concluded that only injunctive norms are internalized into personal norms, and could therefore potentially have a long-lasting effect on meat consumption. To further examine the process of internalization, it is proposed to include guilt and group identification as variables in future research. Previous research suggests that injunctive norms are at least partially internalized through feelings of guilt, Furthermore, research has demonstrated that group identification moderates the influence of injunctive and descriptive norms on personal norms