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    31. Proagrica research finds pandemic fueling shift away from meat

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Format:
    Research summary
    Publication Date:
    2021-02
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 202 Document Number: D12140
    Notes:
    Online via AgriMarketing Weekly. 2 pages., Findings of a survey of more than 1,000 U.S. adults commissioned by Proagrica indicated that 39% of U.S. consumers considered going vegetarian or vegan since the COVID-19 pandemic began. These attitudes were apparent in relation to both grocery shopping and eating out. Health was cited as the main reason for considering changes in diet, followed closely by the cost of meat.

    34. Promoting vegetarianism through moralization and knowledge calibration

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Arora, Anshu Saxena (author), Bradford, Shalonda (author), Arora, Amit (author), and Gavino, Rafaella (author)
    Format:
    Journal article
    Publication Date:
    2017
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 148 Document Number: D11581
    Journal Title:
    Journal of Promotion Management
    Journal Title Details:
    23(6) : 889-912
    Notes:
    25 pages., Online via UI e-subscription., Researchers investigated consumer attitudes toward vegetarianism, using two studies involving interviews with vegetarians and meat eaters. Text analysis revealed that "emotionally calibrated consumers were 'moral vegetarians' who find meat repulsive and make ethical food choices." Cognitively calibrated consumers were found to be 'health vegetarians' who "scanned the nutrition information, avoided meat due to health restrictions, and embraced vegetarianism for healthy life." Findings prompted suggestions for promoting vegetarianism.