Lormore, Mike (author / Pfizer Animal Health) and National Institute for Animal Agriculture.
Format:
Presentation
Publication Date:
2012-03
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 185 Document Number: D00363
Notes:
PowerPoint presentation at the National Institute for Animal Agriculture 2012 annual conference, Denver, Colorado, March 26-29, 2012. Via website. 36 pages.
25 pages, Decreasing the consumption of meat and dairy has been identified as an effective strategy for protecting the health of humans and the planet. More specifically, transitioning to diets that are lower in animal-source foods and higher in fruits, vegetables, legumes, and whole grains offers a promising opportunity to better align consumer behaviors with contemporary nutritional and ecological goals. However, given the limited understanding of how these changes in dietary behaviors can be best promoted, there is a need to explore the merits of community-based approaches to meat reduction and their capacity to advance more sustainable practices of eating at the individual, household, and community levels. To address this gap in the literature, we surveyed more than 100 American households participating in a communitywide, 12-week-long Meatless Monday challenge and tracked the changes in their knowledge, attitudes, beliefs, and food choices over a nine-month period. The case study provided herein highlights a number of key findings from our evaluation. Most notably, our results demonstrate the value of community-based efforts in initiating and maintaining dietary behavior change and provide preliminary insights into the unique roles of multilevel interventions and diverse stakeholder engagement in promoting healthier, more sustainable diets.
Schulze, Birgit (author) and Deimel, Ingke (author)
Format:
Paper
Publication Date:
2012
Published:
Germany
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11715
Notes:
Paper presented at the 22nd Annual International Food and Agribusiness Management Association (IFAMA) World Forum and Symposium, June 10-14, 2012, Shanghai, China. 14 pages., Authors analyzed the level of agreement of German citizens with the positions of animal rights, consumer protection, and farmer lobby groups and how this agreement or disagreement affects citizens' future meat consumption. Survey findings indicated that the intention to reduce meat consumption is only indirectly influenced by media frames generated by lobby groups. Behavioral control and subjective norm represented the most important direct influencing factors. However, the moral and economic pressure frme have a strong impact on attitude toward meat consumption.
