Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction
| dc.contributor.advisor | Lappeman, James | |
| dc.contributor.author | Ransome, Kristin | |
| dc.date.accessioned | 2020-02-11T11:26:41Z | |
| dc.date.available | 2020-02-11T11:26:41Z | |
| dc.date.issued | 2018 | |
| dc.date.updated | 2020-01-29T07:50:05Z | |
| dc.description.abstract | The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity of meat people in general eat, and have created an on-going global debate among policymakers, academics and practitioners. This research makes use of the Integrative Model of Behavioural Prediction (IMBP) in order to isolate the key determinants of what drives the intentions of middle to upper-income South Africans to engage in a meat-reduced diet (MRD). A two-phase methodology was utilised, by firstly conducting an elicitation study to identify the salient beliefs present in the population, and secondly by conducting a population survey to quantify the cognitive foundation of this behaviour. The empirical results showed that the areas of cognition which most strongly predict whether one intends to engage in an MRD were instrumental attitude, experiential attitude and injunctive norms. This study makes three primary contributions. Firstly, a theoretical contribution, through providing insight into how behavioural themes and beliefs materialise into changes in meat-consumption. Secondly, marketing practitioners can benefit from the insight offered by IMBP, which is valuable as it helps to identify what behavioural shift is required to promote MRDs. Lastly, this study contributes to the methodology utilised when applying the IMBP by applying the model to dietary behaviour, which has received comparatively less attention in the past. | |
| dc.identifier.apacitation | Ransome, K. (2018). <i>Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction</i>. (). ,Faculty of Commerce ,School of Management Studies. Retrieved from http://hdl.handle.net/11427/31014 | en_ZA |
| dc.identifier.chicagocitation | Ransome, Kristin. <i>"Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction."</i> ., ,Faculty of Commerce ,School of Management Studies, 2018. http://hdl.handle.net/11427/31014 | en_ZA |
| dc.identifier.citation | Ransome, K. 2018. Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction. | en_ZA |
| dc.identifier.ris | TY - Thesis / Dissertation AU - Ransome, Kristin AB - The consumption of meat and meat products has been cited as the most critical area to be addressed if we are to meet a sustainable future diet, regarding the impact on climate change and health. The numerous sustainability concerns that have been raised have stimulated calls to reduce the quantity of meat people in general eat, and have created an on-going global debate among policymakers, academics and practitioners. This research makes use of the Integrative Model of Behavioural Prediction (IMBP) in order to isolate the key determinants of what drives the intentions of middle to upper-income South Africans to engage in a meat-reduced diet (MRD). A two-phase methodology was utilised, by firstly conducting an elicitation study to identify the salient beliefs present in the population, and secondly by conducting a population survey to quantify the cognitive foundation of this behaviour. The empirical results showed that the areas of cognition which most strongly predict whether one intends to engage in an MRD were instrumental attitude, experiential attitude and injunctive norms. This study makes three primary contributions. Firstly, a theoretical contribution, through providing insight into how behavioural themes and beliefs materialise into changes in meat-consumption. Secondly, marketing practitioners can benefit from the insight offered by IMBP, which is valuable as it helps to identify what behavioural shift is required to promote MRDs. Lastly, this study contributes to the methodology utilised when applying the IMBP by applying the model to dietary behaviour, which has received comparatively less attention in the past. DA - 2018 DB - OpenUCT DP - University of Cape Town KW - Meat Consumption KW - Meat-Reduced Diets KW - Integrative Model of Behavioural Prediction KW - Descriptive Resea KW - South Africa LK - https://open.uct.ac.za PY - 2018 T1 - Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction TI - Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction UR - http://hdl.handle.net/11427/31014 ER - | en_ZA |
| dc.identifier.uri | http://hdl.handle.net/11427/31014 | |
| dc.identifier.vancouvercitation | Ransome K. Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction. []. ,Faculty of Commerce ,School of Management Studies, 2018 [cited yyyy month dd]. Available from: http://hdl.handle.net/11427/31014 | en_ZA |
| dc.language.rfc3066 | eng | |
| dc.publisher.department | School of Management Studies | |
| dc.publisher.faculty | Faculty of Commerce | |
| dc.subject | Meat Consumption | |
| dc.subject | Meat-Reduced Diets | |
| dc.subject | Integrative Model of Behavioural Prediction | |
| dc.subject | Descriptive Resea | |
| dc.subject | South Africa | |
| dc.title | Intentions to engage in a meat-reduced diet: an application of the integrative model of behavioural prediction | |
| dc.type | Master Thesis | |
| dc.type.qualificationlevel | Masters | |
| dc.type.qualificationname | MBusSci |