Can social norms motivate Thermomix® users to eat sustainably?
Modern food systems, but especially animal farming, are found to be the leading driver of global climate change, accounting for 30% of the world’s greenhouse gas emissions. Simultaneously, diets high in animal proteins cause serious health issues worldwide, including premature death, and will force...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2021-05-01
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| Series: | Research in Hospitality Management |
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| Online Access: | http://dx.doi.org/10.1080/22243534.2021.1917179 |
| _version_ | 1827774545154539520 |
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| author | Clara Amend Elena Cavagnaro |
| author_facet | Clara Amend Elena Cavagnaro |
| author_sort | Clara Amend |
| collection | DOAJ |
| description | Modern food systems, but especially animal farming, are found to be the leading driver of global climate change, accounting for 30% of the world’s greenhouse gas emissions. Simultaneously, diets high in animal proteins cause serious health issues worldwide, including premature death, and will force health insurance companies to face significantly increasing costs. Therefore, an urgent transformation towards sustainable dietary choices is required by increasing plant-based diets while decreasing animal proteins. This will create environmental, social, and economic value. By applying value orientation and nudging theory, this research proposes (1) a positive impact of social norms on sustainable behaviour, (2) which is increased by self-transcendence values. These hypotheses were analysed using ordered logit models based on survey data obtained from users of a recipe website. Findings suggest that although a self-transcendence value orientation enhances sustainable dietary choices, social norm nudges are ineffective. |
| first_indexed | 2024-03-11T13:39:53Z |
| format | Article |
| id | doaj.art-e8f822d57f4946c99b392581fcd647fb |
| institution | Directory Open Access Journal |
| issn | 2224-3534 2415-5152 |
| language | English |
| last_indexed | 2024-03-11T13:39:53Z |
| publishDate | 2021-05-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Research in Hospitality Management |
| spelling | doaj.art-e8f822d57f4946c99b392581fcd647fb2023-11-02T13:54:03ZengTaylor & Francis GroupResearch in Hospitality Management2224-35342415-51522021-05-0111212113510.1080/22243534.2021.19171791917179Can social norms motivate Thermomix® users to eat sustainably?Clara Amend0Elena Cavagnaro1University of GroningenUniversity of GroningenModern food systems, but especially animal farming, are found to be the leading driver of global climate change, accounting for 30% of the world’s greenhouse gas emissions. Simultaneously, diets high in animal proteins cause serious health issues worldwide, including premature death, and will force health insurance companies to face significantly increasing costs. Therefore, an urgent transformation towards sustainable dietary choices is required by increasing plant-based diets while decreasing animal proteins. This will create environmental, social, and economic value. By applying value orientation and nudging theory, this research proposes (1) a positive impact of social norms on sustainable behaviour, (2) which is increased by self-transcendence values. These hypotheses were analysed using ordered logit models based on survey data obtained from users of a recipe website. Findings suggest that although a self-transcendence value orientation enhances sustainable dietary choices, social norm nudges are ineffective.http://dx.doi.org/10.1080/22243534.2021.1917179celebrity recommendation nudgenudgingonline food platformsustainable behavioursustainable food |
| spellingShingle | Clara Amend Elena Cavagnaro Can social norms motivate Thermomix® users to eat sustainably? Research in Hospitality Management celebrity recommendation nudge nudging online food platform sustainable behaviour sustainable food |
| title | Can social norms motivate Thermomix® users to eat sustainably? |
| title_full | Can social norms motivate Thermomix® users to eat sustainably? |
| title_fullStr | Can social norms motivate Thermomix® users to eat sustainably? |
| title_full_unstemmed | Can social norms motivate Thermomix® users to eat sustainably? |
| title_short | Can social norms motivate Thermomix® users to eat sustainably? |
| title_sort | can social norms motivate thermomix r users to eat sustainably |
| topic | celebrity recommendation nudge nudging online food platform sustainable behaviour sustainable food |
| url | http://dx.doi.org/10.1080/22243534.2021.1917179 |
| work_keys_str_mv | AT claraamend cansocialnormsmotivatethermomixuserstoeatsustainably AT elenacavagnaro cansocialnormsmotivatethermomixuserstoeatsustainably |