Psychology Commons^™

Less Meat, Less Heat: Analyzing Meat Consumption Through The Theory Of Planned Behavior, Identity, Past Behavior, And Conservatism, Madeleine Powers

UNF Graduate Theses and Dissertations

Meat reduction is a largely underutilized means of combatting climate change that warrants further investigation. The current study utilized an extended model of the Theory of Planned Behavior (TPB) to predict intention to eat red meat. In addition to traditional TPB components of attitudes, subjective norms, and perceived behavioral control, this study adds to the literature by including meat-eating identity, past meat-eating behavior, and conservatism as predictors of meat consumption intentions. 744 participants were recruited via Mturk and compensated $1 for completing surveys assessing the extended TPB constructs related to meat consumption. The sample was 57% men, and 81% white, …