Meat, myself, and I: The role of multiple identities in meat consumption

Randers, Louise; Thøgersen, John

doi:10.1016/j.appet.2022.106319

Cited by 24 publications

(9 citation statements)

References 125 publications

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“…In addition, from a national identity perspective, certain dishes may be considered part of the national identity. Furthermore, it is suggested that religious identity can be associated with meat consumption (Randers and Thøgersen, 2023, p. 3). In this regard, the traditional cultural dish known as “fish and chips” in the UK exemplifies the significance of fish on consumption patterns.…”

Section: Resultsmentioning

confidence: 99%

“…As the number of children in the household increases, the tendency to consume ecological products also increases (Brooker, 1976). In addition, it is known that men have a higher inclination toward red meat compared with women (Randers and Thøgersen, 2023, p. 3). Therefore, white meat segmentation studies can be detailed with a focus on women and mothers.…”

Section: Discussionmentioning

confidence: 99%

“…In this context, the three-layer identity hierarchy regarding meat consumption is expressed from abstract to concrete as follows: gender identity, national identity and religious identity; health identity; gastronomy identity; gourmet identity; environmental self-identity; and anti-vegetarian and flexitarian identity (Randers and Thøgersen, 2023, p. 3). Religious identity can offer a strong social support system, a peaceful and influential worldview and a unique psychological richness that many individuals are deeply committed to (Ysseldyk et al , 2010, p. 67).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Reasons for Muslim and Christian white meat consumption: examples of England and Turkey

Öztürk

2024

JIMA

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Purpose The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey. Design/methodology/approach In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract. Findings It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness. Research limitations/implications This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture. Practical implications Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers. Originality/value This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

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Section: Resultsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

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Reasons for Muslim and Christian white meat consumption: examples of England and Turkey

Öztürk

2024

JIMA

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“…The role of consumer identities in meat consumption suggests the presence of multiple identities and their influences on intention and behavioural outcomes. For instance, Randers and Thøgersen (2023) found that identities are multifaceted and cognitively connected. While consumers consider it instrumental and essential in food consumption and cannot be easily given up (Joy, 2020), consumers might attribute unethical behaviour to consuming meat.…”

Section: Literature Reviewmentioning

confidence: 99%

A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model

Parida,

Gadekar

2023

BFJ

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PurposeThis paper investigates the factors and how they lead to meat choice decisions based on preferred slaughter practices. The literature has established the role of psychological factors and morality perception in meat choice decisions. However, it explores how consumers' behavioural intention is impacted towards alternative meat when consumer guilt is activated in different cultural settings.Design/methodology/approachThis study included in-depth interviews with consumers from India's emerging market due to its multicultural dimension and diverse religious beliefs about meat consumption. The authors conducted 17 interviews to explore antecedents towards non-halal meat choices.FindingsUtilizing the Theory of planned behaviour (TPB), this paper explores research gaps related to meat consumption preferences based on preferred slaughter practices in an emerging market context. The findings uncover and add to understanding meat preferences in varied cultural contexts that affect consumer choices. The authors advance the current understanding of TPB from the perspective of behavioural intention toward non-halal meat.Practical implicationsThe study's findings have significant implications for all the organizations/outlets dealing with non-vegetarian food products, whether packaged or fresh and for meat sellers.Originality/valueThe study is unique in identifying the meat choice preferences based on slaughter practice through the extended prism of TPB. The market chosen for this study is one of the biggest consumer markets and its growing continuously.

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“…The flexitarian diet has the potential to increase the effectiveness of nutritional interventions that focus on reducing meat consumption [13] and for mitigating climate change [14] especially in high-income countries [5]. While it may seem difficult to envision a dietary pattern with reduced meat consumption in countries like Brazil, which has intensive livestock farming and high meat consumption [15], flexitarianism may present itself as a possibility for constructing healthy and sustainable food practices [16].…”

Section: Introductionmentioning

confidence: 99%

Flexitarians in Brazil: Who are They, What do They Eat, and Why?

Teixeira¹,

Marchioni²,

Motta³

et al. 2023

Preprint

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The flexitarian diet, which emphasizes a reduction in meat consumption, has been identified as a crucial factor in transitioning to sustainable food systems that can help combat climate change and improve food and nutritional security, particularly in areas where food choices are abundant. Despite Brazil being a major meat producer, meat consumption among Brazilians has been decreasing in recent years, with a growing portion of the population adopting meat-free and meat-reduced dietary models. In this study, we conducted the first non-industry funded scientific investigation of Brazilian flexitarians, with the goal of characterizing their socio-economic and demographic characteristics, motivations for adopting flexitarianism, frequency of animal-based meat consumption, and main substitutes consumed. Data was collected from 1029 self-identified flexitarians in Brazil. Our findings indicate that the flexitarian food model is primarily adopted by women and is motivated by concerns about the environmental impact of meat consumption, personal health, and animal welfare. Flexitarians were found to have a consumption profile that can be divided into three groups: low (consuming meat 36 times a week), medium (consuming meat 7 times a week), and high (consuming meat 4 times a week). The flexitarian meals pattern is characterized by lower consumption of beef (less than 2 times per week) and higher consumption of chicken (3 times per week) and is supplemented by plant-based protein sources and eggs as the main meat substitutes.

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Meat, myself, and I: The role of multiple identities in meat consumption

Cited by 24 publications

References 125 publications

Reasons for Muslim and Christian white meat consumption: examples of England and Turkey

Reasons for Muslim and Christian white meat consumption: examples of England and Turkey

A qualitative exploration to understand consumers' meat preferences in an emerging market through the TPB model

Flexitarians in Brazil: Who are They, What do They Eat, and Why?

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