TY - JOUR

T1 - Social network research and meat reduction – An overview of research directions and results from a study in Denmark

AU - Lund, Thomas Bøker

AU - Halkier, Bente

N1 - Publisher Copyright: © 2024 The Authors

PY - 2024/9

Y1 - 2024/9

N2 - 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.

AB - 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.

KW - Flexitarians

KW - Meat reduction

KW - Population-wide study

KW - Social network

KW - Social tipping point

KW - Sustainable food consumption

U2 - 10.1016/j.clrc.2024.100203

DO - 10.1016/j.clrc.2024.100203

M3 - Journal article

AN - SCOPUS:85196974997

VL - 14

JO - Cleaner and Responsible Consumption

JF - Cleaner and Responsible Consumption

SN - 2666-7843

M1 - 100203

ER -