测试描述性动态社会规范信息对在新西兰奥特亚罗瓦和英国大学食品店购买无肉食品的影响

Vibhuti Patel, Miranda Mirosa, Nicola J. Buckland
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摘要

要解决与环境、动物福利和人类健康有关的多重危害,迫切需要减少肉类消费。人们发现,社会规范干预在改变消费者行为方面是可行且有效的,然而,与减少肉类消费行为有关的证据却很有限,尤其是在自然环境下。在新西兰奥特亚罗瓦和英国的大学食品店进行了两次社会规范干预,以评估社会规范信息对购买肉类和无肉食品的影响。这两项干预措施都包括为期一周的干预阶段,在此期间,食品店(研究一和二)和社交媒体(研究二)上都会展示有关减少肉类摄入量的描述性动态社会规范信息。在干预期间购买肉类和无肉食品的情况与干预前和干预后几周的情况进行了比较。此外,还对一部分顾客进行了调查,以评估其人口统计学特征、饮食习惯以及对社会规范信息的了解程度。在这两项研究中,社会规范干预措施对肉类或无肉类食品的购买量没有明显影响,而且在这两项研究中,人们对社会规范信息的认知度都很低。这些研究结果表明,仅靠社会规范干预措施可能无法有效鼓励人们减少肉类摄入。本文讨论了减少肉类摄入以支持环保食品选择的干预措施的意义。
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Testing the effect of descriptive dynamic social norm messages on meatless food purchases in Aotearoa New Zealand and UK university food outlets
A reduction in meat consumption is urgently needed to address multiple harms related to the environment, animal welfare, and human health. Social norm interventions have been found to be feasible and effective at shifting consumer behaviour, however, evidence related to meat reduction behaviour is limited – especially in naturalistic settings. Two social norm interventions were conducted at university food outlets in Aotearoa New Zealand and in the UK, to assess the effect of social norm messages on meat and meatless food purchases. Both interventions consisted of a week-long intervention phase during which descriptive dynamic social norm messages referring to reduced meat intake were displayed in the food outlets (study one and two) and via social media (study two). Meat and meatless food purchases during the interventions were compared to pre- and post-intervention weeks. Surveys were also conducted with a sub-group of customers to assess demographics, dietary habits, and awareness of the social norm message. In both studies, there was no significant effect of the social norm interventions on meat or meatless food purchases, and awareness of the norms message across both studies was low. These findings indicate that social norm interventions alone may be ineffective in encouraging meat reduction. Implications for interventions to reduce meat intake to support pro-environmental food choices are discussed.
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