Ziegler, Lisa (2022) The Impact of Different Dynamic Norm Messages on Intentions to Reduce Animal Product Consumption. Bachelor thesis, Psychology.
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Abstract
The production of meat and other animal products contributes a significant amount to greenhouse gas emissions and thus, a reduction of animal product consumption is crucial to address climate change. Recent psychological research has aimed to find the most effective strategies to motivate consumers to eat less animal products. Dynamic norms previously have been shown to enhance people’s intentions to eat less meat. The current study further investigates the effects of dynamic norms on intentions to reduce animal product consumption by comparing norms that result from changes in group behavior with norms that result from an institutional law change. Furthermore, the mediating role of self-efficacy on the relationship between the dynamic norm message and intentions is explored. Based on previous literature, we assume that both dynamic norm conditions lead to higher intentions than the control condition, and that the group behavior condition is more effective than the law condition. Additionally, it was proposed that self-efficacy mediates this relationship. We used a randomized between-subject experimental design (N = 159) to compare the two norm conditions and a control condition. We also measured self-efficacy to eat less animal products. Results suggest that both dynamic norm messages do not increase people’s intentions and that self-efficacy does not mediate the relationship. Thus, all hypotheses were not supported by data. Further research is needed to validate these results. Limitations and practical implications are discussed. Keywords: dynamic norms, group behaviour, institutional cues, environmental intentions, self-efficacy
| Item Type: | Thesis (Bachelor) |
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| Supervisor name: | Judge, M.A.T. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 21 Jul 2022 06:50 |
| Last Modified: | 21 Jul 2022 06:50 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1063 |
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