Rare, medium or welldone? Motivation behind behaviour in relation to consumption of animal products

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Rare, medium or welldone? Motivation behind behaviour in relation to consumption of animal products

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Publication Bachelor thesis
Title Rare, medium or welldone? Motivation behind behaviour in relation to consumption of animal products
Author(s) Maxter, Melissa ; Ahlman, André
Date 2015
English abstract
The production of animal products has a major negative impact on the environment. Still, the consumption of meat has been shown to continually increase. A selection of carnists, vegetarians and vegans in Malmö, Sweden, and Berlin, Germany, were studied with semistructured interviews and Grounded Theory was used as a methodological base for data collection, analysis and interpretation. The geographical comparison was motivated by some perceived differences and similarities, as it was believed to contribute to a broader perspective. By applying different theories, we aimed in this study to identify which factors that influence the willingness and ability of the individual to reduce the own consumption of animal products. It was found that norms, values, knowledge, economic incentives, availability and ethical aspects were the most influential factors.
Swedish abstract
Produktionen av animalier har en stor negativ inverkan på miljön, ändå har konsumtionen av kött fortsatt att öka. Ett urval av karnister, vegetarianer och veganer i Malmö, Sverige, och Berlin, Tyskland, studerades via semi-strukturerade intervjuer och med Grounded Theory som en metodologisk bas för datainsamling, analys och tolkning. Den geografiska jämförelsen motiverades av vissa uppfattade skillnader och likheter mellan städerna och som ansågs kunna bidra till ett bredare perspektiv i studien. Genom att tillämpa olika teorier strävade vi i denna studie efter att identifiera vilka faktorer som påverkar individens vilja och förmåga att minska den egna konsumtionen av animaliska produkter. Det konstaterades att normer, värderingar, kunskap, ekonomiska incitament, tillgänglighet och etiska aspekter var de mest inflytelserika faktorerna.
Publisher Malmö högskola/Kultur och samhälle
Pages 51
Language eng (iso)
Subject(s) Animal products
environment
consumption
carnist
vegetarian
vegan
Malmö
Berlin
motivators
norms
values
ethics
denial
Handle http://hdl.handle.net/2043/19323 (link to this page)

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