Decreasing meat consumption using social norms: Can dynamic norms increase a negative attitude towards meat consumption

Abstract

Meat consumption has a negative impact on the environment, animal suffering and human health, however meat consumption is still rising. This study examines the question if social norms can be used to reduce meat consumption, and if this effect is dependable on the current amount of meat consumed. Has normative information about an ongoing change in others (dynamic norms) more impact on attitude than normative behaviour about a current state (static norms)? The effect of these social norms on attitude towards meat consumption, with meat consumption as a moderator, was analysed using a general linear model. Our findings did not support the hypotheses. No significant effects were found, and we recommend future research to strengthen the manipulation in which the social norms were exposed and examine the possibility of attitude change over a period of time.