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Do Meat-Eating Consumers Use Organic Meat to Rationalize the Consumption of Conventional Meat?

  • This thesis explores how meat-eating consumers may be able to rationalize the consumption of conventional meat by believing to substitute a certain amount of it for organic meat. The underlying rationale is that the positive associations elicited by the organic label and the favorable beliefs consumers have formed about organic meat enable them to use it as a moral license. Building on cognitive dissonance theory, this work specifically investigated whether (1) meat-eaters perceive organic meat better than vegetarians and (2) meat-eaters overestimate how much organic meat they consume. German meat-eating and vegetarian participants were recruited for a study (n=156) to answer these questions. The results show, first, that organic was generally rated as better than conventional meat on all dimensions surveyed, and to a greater extent by meat-eating than by vegetarian respondents. Second, meat-eating participants on average reported estimates of organic meat consumption that were significantly higher than the population mean, indicating that consumers may not eat as much organic meat as they believe. Overall, the findings of this study suggest that organic meat might be used to rationalize unsustainable food choices.

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Author:Judith Issl
Advisor:Frank Kramer
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/06/18
Release Date:2021/08/03
Tag:Meat; Organic; Rationalization
Page Number:74
Degree Program:BMP - Business Management and Psychology
Functional area:Andere/Other
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt