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dc.contributor.advisorBering, Jesse
dc.contributor.authorPatel, Vibhuti
dc.date.available2017-10-10T21:15:48Z
dc.date.copyright2017
dc.identifier.citationPatel, V. (2017). Rainforest, Reef, and our Appetite for Beef: Communication for Sustainable Behaviour Change (Thesis, Master of Science Communication). University of Otago. Retrieved from http://hdl.handle.net/10523/7581en
dc.identifier.urihttp://hdl.handle.net/10523/7581
dc.description.abstractMeat production, and the current rate of consumption, is one of the leading causes of tropical deforestation, freshwater degradation, ocean dead zones, and wild species extinction. The livestock sector is also a major driver of global climate change, such that meeting the 2°C climate objective will be impossible to achieve without a global shift towards a plant-based diet. Despite its gravity, the environmental impact of the meat industry is severely underrepresented in policy and communication, which has resulted in a widespread public awareness gap. The present research sought to assess whether closing this awareness gap had the potential to induce attitudinal and behavioural dietary change. In a controlled experiment, an online survey presenting an environmentally-framed essay about animal agriculture was administered to North American participants. Participants answered a series of questions assessing their response to the information. The results indicate that the environment frame, as applied to animal agriculture, was both new and valuable to most participants, with many expressing increased concern. Over half of the participants also experienced a change in dietary choice after reading the essay. These findings suggest that closing the public awareness gap, by using the environment frame to disseminate information, is an effective means of promoting dietary change.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectMeat
dc.subjectenvironment
dc.subjectclimate change
dc.subjectcommunication
dc.subjectfood attitudes
dc.subjectconsumer behaviour
dc.subjectmeat
dc.subjectenvironment
dc.subjectclimate change
dc.subjectfood attitudes
dc.subjectconsumer behaviour
dc.subjectsustainability
dc.subjectpollution
dc.subjectextinction
dc.subjectenvironmental psychology
dc.subjectscience communication
dc.titleRainforest, Reef, and our Appetite for Beef: Communication for Sustainable Behaviour Change
dc.typeThesis
dc.date.updated2017-10-10T10:39:33Z
dc.language.rfc3066en
thesis.degree.disciplineCentre for Science Communication
thesis.degree.nameMaster of Science Communication
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
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