Insight of the Day: “But Avocados Are Bad”: Study Examines Excuses and Justifications Consumers Use to Avoid Cutting Out Meat

Findings:

• Resistance to Change: Despite acknowledging the environmental impact of meat consumption, participants in the study actively resisted reducing their meat intake.

• Excuses and Justifications: Participants used various excuses and justifications to legitimize their behavior, including:

• Labeling vegans as extremists

• Claiming a biological need for meat

• Doubting the environmental impact of meat

• Shifting the blame to plant-based foods like avocados

• Emphasizing other environmental issues like food waste and plastic packaging

Key Takeaway:

• Cognitive Dissonance and Moral Coherence: The study highlights the role of cognitive dissonance (the discomfort of holding conflicting beliefs) in shaping consumer behavior. Participants' excuses and justifications reflect an attempt to maintain a sense of moral coherence despite their environmentally harmful actions.

Trend:

• Social Dynamics of Justification: The study reveals how social interactions play a crucial role in reinforcing and validating these excuses and justifications. Participants often supported each other's arguments, creating a shared narrative that normalized meat consumption.

Conclusions:

• Need for Clearer Messaging: The researchers emphasize the importance of unambiguous messaging from public authorities and politicians regarding the environmental impact of meat consumption. This could help reduce the effectiveness of these excuses and justifications.

• Addressing Cognitive Dissonance: Strategies to encourage meat reduction should address the underlying cognitive dissonance by offering alternative narratives and solutions that align with consumers' values and identity.

Implications for Brands:

• Plant-Based Brands: Plant-based brands can leverage this research to develop communication strategies that address consumer concerns and counter common misconceptions about plant-based diets.

• Meat Industry: The meat industry may need to reassess its messaging and marketing tactics to address the growing awareness of the environmental impact of meat production.

• All Brands: Brands can play a role in promoting sustainable consumption by supporting initiatives that raise awareness about the environmental impact of food choices and offering more sustainable product options.

Source: https://vegconomist.com/studies-and-numbers/study-consumers-excuses-and-justifications-avoid-cutting-down-meat/