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    Reducing meat consumption: the case for social marketing

    Access Status
    Fulltext not available
    Authors
    Bogueva, D.
    Marinova, Dora
    Raphaely, T.
    Date
    2017
    Type
    Journal Article
    
    Metadata
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    Citation
    Bogueva, D. and Marinova, D. and Raphaely, T. 2017. Reducing meat consumption: the case for social marketing. Asia Pacific Journal of Marketing and Logistics. 29 (3): pp. 1-24.
    Source Title
    Asia Pacific Journal of Marketing and Logistics
    DOI
    10.1108/APJML-08-2016-0139
    School
    Sustainability Policy Institute
    URI
    http://hdl.handle.net/20.500.11937/53451
    Collection
    • Curtin Research Publications
    Abstract

    Purpose: The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design/methodology/approach: An exploratory Australian survey of Sydney consumer red meat choices is used covering dietary preferences, meat eating patterns, reasons and levels of concern for economic and environmental issues. Analysis of dietary guidelines and marketing campaigns in relation to the survey findings is conducted. Findings: The survey highlights: lack of awareness about the link between meat consumption and environmental well-being; widespread inaccuracy of health messages related to meat consumption; influence of the meat industry in promoting excessive meat consumption; pervasiveness of the link between red meat consumption and national identity, social status, prestige and masculinity; and urgent need for government-supported social marketing interventions and the demarketing of meat. Originality/value: This is the first study to propose social marketing based on the health and environmental co-benefits of reduced red meat consumption.

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