Abstract
Through meat-eating choices, people are able to express their national social identification and adhere to broader cultural norms. The current research examines the relationship between people's perceptions of national descriptive and injunctive meat-eating norms and their national social identification, on the one hand, and their attitudes toward meat-eating and their intentions to eat meat, on the other hand. In a sample that includes American, British, and Australian participants, we observe that: (1) favorable attitudes toward meat eating are positively predicted by national injunctive but not descriptive norms, and (2) intentions to eat meat are positively predicted by national descriptive but not injunctive norms. National social identification positively predicts both attitudes and intentions. Intentions to eat meat were also predicted by a three-way interaction between descriptive and injunctive norms, and social identification. Alignment of relatively high descriptive and injunctive meat-eating norms predicted meat-eating intentions more than alignment of relatively low descriptive and injunctive norms. With normative misalignment, however, people began to rely on their national social identifications as a basis for meat-eating intentions. The data are discussed with reference to the impact of social factors in influencing meat consumption. Moreover, we consider the potential for national social identification to have a normative component of meat consumption independent of descriptive and injunctive norms. This work advances our understanding of meat consumption by revealing national-level normative and identity processes beyond more focused identities of, for example, an environmentalist, a health conscious person, or an animal rights activist.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.