Communicating Less/No Meat Consumption: Dialogue Between Meat Lovers and Avoiders

Handan Vicdan, EMLYON Business School, France
Despite the scientifically proven need for adoption of less/no meat diets, few people adopt such diets. We explore the counterproductive communication that hinders the promotion of these diets between meat lovers and avoiders. Focus group and depth interviews identify ways to establish constructive dialogues in order to promote these diets.
[ to cite ]:
Handan Vicdan (2016) ,"Communicating Less/No Meat Consumption: Dialogue Between Meat Lovers and Avoiders", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 763-763.