Speaker: Dr Joya Kemper, University of Auckland.
Date and time: Wednesday 5th Feburary 2020 15:30 - 17:00.
Venue: Lecture Theatre 1A, University of Edinburgh Business School, 29 Buccleuch Pl, Edinburgh EH8 9JS.
[FRIED Seminar]
Wednesday 5th Feburary 15:30 to 17:00 in Lecture Theatre 1A of the Business School.
Title: The motivations and strategies for meat reduction at different stages of the family lifecycle
Abstract:
The consumption of animal products, especially meat, contributes heavily to climate change. Despite an increased number of individuals reducing their meat consumption, little research has explored flexitarianism. The objective of this study was to explore the motivations, barriers, and strategies for reduced meat consumption. The qualitative study, utilizing six focus groups in New Zealand, explores the cognitive, affective, and cultural components of meat reduction through the examination of the different stages of the family lifecycle.