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Red Meat Consumption and Social Marketing Interventions Promoting Appetite for Change

Diana Bogueva, Dora Marinova, and Talia Raphaely
Curtin University, Curtin University Sustainability Policy (CUSP) Institute, Perth, Australia
Abstract—Increasing red meat consumption is fast emerging as a problem requiring immediate attention because of its detrimental impacts on human health, climate change and environmental sustainability. Researchers around the globe are adamant that reducing red meat consumption, especially in the Western world, and relying on more sustainable ways for protein intake, namely through plant-based products, are a better alternative. The paper presents the results from an exploratory study conducted in Sydney, Australia in 2016 which investigates consumers’ reasons for meat consumption. Social marketing through a sustainability social marketing model is proposed as an effective way to tackle excessive meat consumption and encourage voluntary behavioural changes towards limiting the intake of animal foods. Parallels are drawn with other successful social marketing interventions, such as in the case of tobacco, alcohol, drug use, obesity and sun protection. The proposed model similarly aims at promoting behavioural change recognising the complexity and urgency of the problem.
Index Terms—red meat consumption, social marketing, environmental sustainability, human health, behavioural change, Sydne

Cite: Diana Bogueva, Dora Marinova, and Talia Raphaely, "Red Meat Consumption and Social Marketing Interventions Promoting Appetite for Change," International Journal of Food Engineering, Vol. 3, No. 2, pp. 154-158, December 2017. doi: 10.18178/ijfe.3.2.154-158
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