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Social network research and meat reduction – An overview of research directions and results from a study in Denmark

Bibliographic Data

ID22355754
AuthorsThomas Bøker Lund (0000-0001-5282-1562, University of Copenhagen, corresponding author), Bente Halkier (0000-0001-7010-7012, University of Copenhagen)
Year2024
Volume14
Pages100203
Publication date2024-09-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCleaner and Responsible Consumption (JOURNAL)
Journal identifiersISSN: 2666-7843
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.clrc.2024.100203
OpenAlexW4400000000
LanguageEN
Citations received5
References cited76

Reducing the current level of meat consumption would reap significant environmental benefits. However, a consumer transition towards more plant-rich eating is lagging, and the social sciences have had limited success in understanding behavioural change in this area. Here, we advocate a research agenda focussing on the role social networks could play in encouraging consumers to eat less meat. We present main research directions in social network theory and highlight the distinction between simple and complex behavioural domains of which food and eating practices are an example of the latter. To illustrate one way in which social network insights can contribute to meat reduction research, we then present results from a questionnaire-based study of Danish consumers. We examine the association between an individual's personal network and reduced meat consumption. In line with assumptions, we show that, for a complex domain such as food and eating practices, exposure from multiple network sources is central to behavioural adoption. However, multiple network exposure is predominantly important for the initial decision to eat less meat. A narrower network of personal contacts become more central during the implementation stage. We end by outlining future research directions for social network research regarding meat reduction

Business · Consumer research · Danish · Lagging · Personal network · Social media · Social science · Sociology · Agriculture Sustainability and Environmental Impact · Computer Science · Environmental Education and Sustainability · Medicine · Organic Food and Agriculture · Psychology · Marketing

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Unique citing works5
Citations per year2,5
Citation span2024 - 2026 (3)
Citation velocitycurrent
Highly citedNo
Citation typesNeutral: 5

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