The role of culture in the effectiveness of environmental appeals to reduce unsustainable meat consumption
(2023) 2023 Global Marketing Conference — Location: Seoul (20.July.2023)
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- Abstract
- Considering meat consumption's massive impact on climate change, environmental NGOs are increasingly campaigning to encourage consumers to reduce unsustainable meat consumption, i.e., to eat less and/or better meat. They often use messages based on environmental appeals to do so. Yet, the effectiveness of such appeals in international campaigns may depend on countries as cultural beliefs influence food consumption behaviors. Therefore, in this research, we explore the effectiveness of such campaigns across 5 European countries, controlling for individual cultural orientations. Considering an environment degradation appeal, we show that countries have no influence on the campaign’s effectiveness, unlike specific individual cultural orientations, including masculinity and uncertainty avoidance. We replicate these results considering an alternative appeal, i.e., animal welfare. Recommendations to international NGOs managers are proposed based on these results.
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Parguel, B., Charry, K., Pantin-Sohier, G., & Thomas, F. (2023). The role of culture in the effectiveness of environmental appeals to reduce unsustainable meat consumption. 2023 Global Marketing Conference, Seoul. https://hdl.handle.net/2078.5/105087