Framing the Plate: Explaining Rationalizations of Meat Consumption through Moral and Normative Goal Frames

Hoffman, Amanda (2023) Framing the Plate: Explaining Rationalizations of Meat Consumption through Moral and Normative Goal Frames. Master thesis, Psychology.

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Abstract

Transitioning to a plant-based diet offers a promising solution to address the environmental implications of meat consumption, despite the challenges involved. In this experimental study, we aimed to examine whether a moral goal frame could be distinguished from a normative goal frame in terms of rationalizing meat consumption. In an online study, 270 participants were randomly assigned to either a moral or goal frame condition. We evaluated their justifications for meat consumption using the Meat-Eating Motives Inventory (Hopwood et al. 2021). Although our manipulation of goal framing did not clearly differentiate between normative and moral goal frames, our study yielded meaningful results regarding individuals' responses to assess their normative or moral frames. Results show that normative and moral frames mediated the relationship between diet and levels of “normal” rationalizations, with omnivores having stronger normative and lesser moral frames compared to veg*ns. Further research on effective strategies to activate goal frames in relation to diet and measures of dietary identity is recommended. This will enhance our understanding of meat consumption and aid in developing strategies to promote reduced meat consumption and the adoption of plant-based diets. Keywords: Goal-framing theory, Moral goal frames, Normative goal frames, Diet, Rationalization, Justification, Meat consumption, 4Ns

Item Type:	Thesis (Master)
Supervisor name:	Kok, C.A. and Werff, E. van der
Degree programme:	Psychology
Differentiation route:	Environmental Psychology (EP) [Master Psychology]
Date Deposited:	01 Aug 2023 13:39
Last Modified:	01 Aug 2023 13:39
URI:	http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2706

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