Melander, Jana (2022) The moderating Role of Extraversion and Age on two Dynamic Norm Messages encouraging a Plant-Based Dietary Transition. Bachelor thesis, Psychology.
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The moderating Role of Extraversion and Age on two Dynamic Norm Messages encouraging a Plant-Based Dietary Transition.pdf Download (551kB) | Preview |
Abstract
Animal agriculture is a large contributor to greenhouse gas emissions. To slow down climate change, a transition to a more plant-based diet is needed. This experimental study investigated the effect of two dynamic norm messages; group behavior and political measures, on participants’ intentions to reduce their animal product consumption. Further, the impact of two moderating variables, age, and extraversion, on the relationship between the conditions and the intentions was analyzed. Our sample consisted of 159 participants, varying in age and nationality, who currently consume animal products. Participants were randomly assigned to one of three conditions, two dynamic norm conditions with two different types of norm messages (group behavior and political measures) or the control condition. They answered questions about their dietary intentions before and after the manipulation. The overall results showed no significant effect of dynamic norm messages on intentions to reduce animal product consumption. However, the moderating variable age affected the intentions of the youngest age group for both dynamic norm messages Additionally, the influence of the moderating variable extraversion was non-significant. Conclusively, more research in this field is needed to increase people’s awareness of the importance and impact of animal product consumption on the environment. Lastly, it is crucial to investigate people’s intentions and following that, their behavior to act more environmentally friendly and thus help decrease global warming. Keywords: plant-based dietary transition, animal product consumption, dynamic norms, extraversion, age
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Judge, M.A.T. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 21 Jul 2022 06:49 |
| Last Modified: | 21 Jul 2022 06:49 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1065 |
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