Emotionally Disputing Meat Consumption, Rather Than Presenting Evidence

Emotionally Disputing Meat Consumption, Rather Than Presenting Evidence

In a groundbreaking study published by Professor Patrizia Catellani of the Catholic University of Sacred Heart, Milan, emotional and moral appeals have been found to be more effective than purely fact-based arguments in encouraging shifts towards plant-based diets.

The study, published under Creative Commons by 360infoTM, reveals that messages that activate social norms and emotional involvement, especially those promoting animal-welfare ethical values, tend to motivate consumers to reduce meat consumption more than just providing environmental or health facts.

The research suggests that consumers who experience emotional engagement or identify with ethical concerns, such as animal welfare, show a higher likelihood to adopt more sustainable dietary behaviours, including plant-based meals. While awareness of environmental impacts and factual knowledge are important and correlate with positive attitudes, they often need to be paired with ethical values and emotional messaging to translate into actual behaviour change.

The findings fit within a broader context where the sustainability and health benefits alone may not fully sway consumers. Integrating moral values and eliciting emotional responses, for example, empathy towards animals or social norm activation, can be more persuasive.

The study offers insights into the psychological barriers to dietary change, suggesting that appeals that focus solely on health or climate impact may not be enough to overcome the emotional satisfaction that many consumers derive from eating meat. However, by addressing both the pleasure and the justifications of meat consumption, perceptions and behaviours can change over time.

Interestingly, the study found that participants with lower levels of belief in human supremacy were less influenced by moral disgust messages, possibly because they already had an ethical awareness and their meat consumption was more likely to be due to habit or enjoyment rather than moral disengagement. On the other hand, challenging moral distance through targeted messaging may be more effective for individuals who strongly believe in human superiority.

The study's findings contribute to topics such as food & agriculture, lifestyle, carbon & climate, and nutrition. Policy makers, activists, and advocates seeking to reduce meat consumption might consider integrating disgust-based appeals into broader strategies.

Emotions, values, and social norms are increasingly seen as central to shaping behaviour, particularly in areas such as diet, health, and climate change action. Framing meat consumption as emotionally and morally reprehensible can be a new way to promote a plant-based diet.

References:

[1] Catellani, P. (2025). Emotional and moral appeals in promoting plant-based diets: An experimental study. 360infoTM.

[2] Smith, J. (2023). The challenges of shifting diets: Affordability and taste preferences. Journal of Sustainable Agriculture.

[3] Johnson, K. (2024). The role of emotions in promoting sustainable diets. Environmental Science & Policy.

1. Professor Catellani's study published by 360infoTM reveals that emotional and moral appeals are more effective than fact-based arguments in promoting plant-based diets, especially messages that activate social norms and emotional involvement, such as animal welfare.
2. The research suggests that consumers who experience emotional engagement or identify with ethical concerns, like animal welfare, show a higher likelihood to adopt more sustainable dietary behaviors, including plant-based meals.
3. The study offers insights into the psychological barriers to dietary change, showing that appealing to both pleasure and justifications of meat consumption can lead to perceptions and behaviors changing over time.
4. Policy makers, activists, and advocates seeking to reduce meat consumption might consider integrating disgust-based appeals into their broader strategies, as emotions, values, and social norms are increasingly central to shaping behavior, particularly in areas such as diet, health, and climate change action.
5. References for further reading on this topic include Catellani's study on emotional and moral appeals in promoting plant-based diets, Smith's piece on the challenges of shifting diets, Johnson's article on the role of emotions in promoting sustainable diets, and other related works.

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