Zuurman, Laura Stephanie (2022) The Effect of Norm Activation, Goal Frames and Food Neophobia on the Intention to Engage in Diet-related Pro-Environmental Behaviours. Master thesis, Psychology.
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Abstract
The current rate at which climate change is progressing, is affecting our future on this planet. In order to keep living comfortably on this earth, it is important to mitigate climate change. One of the most effective ways to mitigate climate change is to make more sustainable food choices. Both the norm activation model as well as the goal-framing theory are known to predict pro-environmental behaviour, but there is still uncertainty about which approach can best be taken when motivation diet-related pro-environmental behaviour. Additionally, food neophobia can be considered when exploring the intention to engage in less common diet-related pro-environmental behaviour, such as entomophagy (insect eating). In this study, the effect of the norm activation model and the goal-framing theory on the intention to engage in diet-related pro-environmental behaviour was explored. An online survey study (N = 104) was conducted with two experimental conditions, each describing different types of motivations to engage in diet-related pro-environmental behaviour. The expectation that people would be more motivated to engage in diet-related pro-environmental behaviours when exposed to multiple different motivations, as in line with the goal-framing theory, compared to when only moral motivations were emphasized, as proposed by the norm activation model, was not supported by the results. With this in mind, it can be useful to consider the norm activation model when motivating diet-related pro-environmental behaviour.
| Item Type: | Thesis (Master) |
|---|---|
| Supervisor name: | Blerck, T. van |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 01 Feb 2023 09:31 |
| Last Modified: | 01 Feb 2023 09:31 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1610 |
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