Institut for Virksomhedsledelse

Louise Randers

You are what you (m)eat: Exploring meat related identities of Danish consumers

Publikation: KonferencebidragKonferenceabstrakt til konferenceForskningpeer review

It has been suggested that unsustainably overconsumption of meat is difficult to change in part because it is linked to a person’s identity. However, an identity is not static, but related to the dynamic aspects of consumption (Thøgersen, 2014). Identity processes in the realm of meat consumption are only studied little and the research usually focuses on a single identity and on meat in general or a single meat category. Other important identities and dynamic identity processes are therefore overlooked. Hence, this study will explore the role of identity-behavior processes, inspired by dual-process models of cognitive functioning (cf. Thøgersen, 2018).
In the on-going data collection, 24 semi-structured in-depth interviews are conducted with Danish meat eaters, flexitarians, vegetarians and vegans in all ages. Photo diaries, vignettes and a self-brand connection approach are applied. Data are analyzed by means of a “grounded theory” approach using NVivo 12.
Known and novel identities and linked processes are expected to emerge. Results are discussed in the light of identity theory about ‘markedness’ (Brekhus, 1998) and dual-process models of cognitive functioning.
The discussion will focus on how the data inform identity theory and identity-based behavioral campaigns promoting less meat consumption.
Udgivelsesår4 sep. 2019
StatusUdgivet - 4 sep. 2019
BegivenhedInternational Conference of Environmental Psychology - University of Plymouth, Plymouth, Storbritannien
Varighed: 4 sep. 20196 sep. 2019


KonferenceInternational Conference of Environmental Psychology
LokationUniversity of Plymouth

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