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Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction
The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity o...
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| Format: | Thesis |
| Language: | English |
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School of Management Studies
2020
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| _version_ | 1867613344242860032 |
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| access_status_str | Open Access |
| author | Ransome, Kristin |
| author2 | Lappeman, James |
| author_browse | Lappeman, James Ransome, Kristin |
| author_facet | Lappeman, James Ransome, Kristin |
| author_sort | Ransome, Kristin |
| collection | Thesis |
| description | The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity of meat people in general eat, and have created an on-going global debate among policymakers, academics and practitioners. This research makes use of the Integrative Model of Behavioural Prediction (IMBP) in order to isolate the key determinants of what drives the intentions of middle to upper-income South Africans to engage in a meat-reduced diet (MRD). A two-phase methodology was utilised, by firstly conducting an elicitation study to identify the salient beliefs present in the population, and secondly by conducting a population survey to quantify the cognitive foundation of this behaviour. The empirical results showed that the areas of cognition which most strongly predict whether one intends to engage in an MRD were instrumental attitude, experiential attitude and injunctive norms. This study makes three primary contributions. Firstly, a theoretical contribution, through providing insight into how behavioural themes and beliefs materialise into changes in meat-consumption. Secondly, marketing practitioners can benefit from the insight offered by IMBP, which is valuable as it helps to identify what behavioural shift is required to promote MRDs. Lastly, this study contributes to the methodology utilised when applying the IMBP by applying the model to dietary behaviour, which has received comparatively less attention in the past. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/31014 |
| institution | University of Cape Town (South Africa) |
| language | eng |
| last_indexed | 2026-06-10T12:34:39.078Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | School of Management Studies |
| publisherStr | School of Management Studies |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/31014 Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction Ransome, Kristin Lappeman, James Meat Consumption Meat-Reduced Diets Integrative Model of Behavioural Prediction Descriptive Resea South Africa The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity of meat people in general eat, and have created an on-going global debate among policymakers, academics and practitioners. This research makes use of the Integrative Model of Behavioural Prediction (IMBP) in order to isolate the key determinants of what drives the intentions of middle to upper-income South Africans to engage in a meat-reduced diet (MRD). A two-phase methodology was utilised, by firstly conducting an elicitation study to identify the salient beliefs present in the population, and secondly by conducting a population survey to quantify the cognitive foundation of this behaviour. The empirical results showed that the areas of cognition which most strongly predict whether one intends to engage in an MRD were instrumental attitude, experiential attitude and injunctive norms. This study makes three primary contributions. Firstly, a theoretical contribution, through providing insight into how behavioural themes and beliefs materialise into changes in meat-consumption. Secondly, marketing practitioners can benefit from the insight offered by IMBP, which is valuable as it helps to identify what behavioural shift is required to promote MRDs. Lastly, this study contributes to the methodology utilised when applying the IMBP by applying the model to dietary behaviour, which has received comparatively less attention in the past. 2020-02-11T11:26:41Z 2020-02-11T11:26:41Z 2018 2020-01-29T07:50:05Z Master Thesis Masters MBusSci http://hdl.handle.net/11427/31014 eng application/pdf School of Management Studies Faculty of Commerce |
| spellingShingle | Meat Consumption Meat-Reduced Diets Integrative Model of Behavioural Prediction Descriptive Resea South Africa Ransome, Kristin Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| thesis_degree_str | Master's |
| title | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| title_full | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| title_fullStr | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| title_full_unstemmed | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| title_short | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction |
| title_sort | intentions to engage in a meat reduced diet an application of the integrative model of behavioural prediction |
| topic | Meat Consumption Meat-Reduced Diets Integrative Model of Behavioural Prediction Descriptive Resea South Africa |
| url | http://hdl.handle.net/11427/31014 |
| work_keys_str_mv | AT ransomekristin intentionstoengageinameatreduceddietanapplicationoftheintegrativemodelofbehaviouralprediction |