Heroes and Villains: Message Frames, Gender, and Meat Attachment as Predictors of Meat Reduction Intentions

This exploratory study assessed the role of message framing for predicting future intentions to reduce meat consumption. Participants (n = 376) completed a questionnaire assessing eating habits and personal attachment to meat. Individuals were then randomly exposed to four separate framing conditions. Operationalized as Public Service Announcement-style advertisements, participants were informed of the inhumane conditions of the meat and dairy industry. These advertisements were tailored to examine the role of perceived gains (benefits of meat reduction) or losses (consequences of meat consumption) in one's moral character. In addition to framing effects, variables such as gender and meat attachment were included to predict future meat reduction intentions. An analysis of covariance (ANCOVA) indicated that meat attachment reduced intentions to curb meat consumption. Controlling for meat attachment, main effects were present for framing condition. Gender and gain frames interacted to positively predict dietary intentions following message exposure. Women exposed to gain frames were more likely than men to report intentions to reduce meat intake in favor of plant-based options. However, no gender difference was present for participants exposed to loss frames, which had no effect on eating intentions regardless of gender. The discussion highlights the role of both gender and meat-eating identity coupled with situational factors (i.e., message frames) for reducing meat intake. Such insights offer opportunities for key stakeholders, such as policymakers and animal welfare advocates, to leverage these effects for dietary change.