Abstract
This paper investigated if fear levels in persuasivemeat and level of intentions to reduce weekly meatconsumption, and whether perceived collective efficacymoderates this effect. An online experiment was conductedamong 182 meat-eating participants with either a low or highperceived collective efficacy. A 3 (level of fear appeal: novs. low vs. high) x 2 (level of collective efficacy: low vs.high) between-subjects design was used. Results showedthat high levels of fear do not necessarily translate to higherlevels of preference towards meat and intentions to reduceweekly consumption of meat.
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