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Article
Publication date: 12 June 2017

Diana Bogueva, Dora Marinova and Talia Raphaely

The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to…

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Abstract

Purpose

The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends.

Design/methodology/approach

An exploratory Australian survey of Sydney consumer red meat choices is used covering dietary preferences, meat eating patterns, reasons and levels of concern for economic and environmental issues. Analysis of dietary guidelines and marketing campaigns in relation to the survey findings is conducted.

Findings

The survey highlights: lack of awareness about the link between meat consumption and environmental well-being; widespread inaccuracy of health messages related to meat consumption; influence of the meat industry in promoting excessive meat consumption; pervasiveness of the link between red meat consumption and national identity, social status, prestige and masculinity; and urgent need for government-supported social marketing interventions and the demarketing of meat.

Originality/value

This is the first study to propose social marketing based on the health and environmental co-benefits of reduced red meat consumption.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 29 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Book part
Publication date: 15 January 2024

Diana Bogueva and Dora Marinova

Many in Generation Z are concerned about health, nutrition, and lifestyle. They are sensitive to the social determinants of health, represented through concerns about access to…

Abstract

Many in Generation Z are concerned about health, nutrition, and lifestyle. They are sensitive to the social determinants of health, represented through concerns about access to health care, viable and affordable housing, poverty, and unemployment. They are also concerned about food choices, their environmental footprint, and the way food is produced. There is similarly high awareness about the importance of nutrition for health. Despite engaging in physical exercise, Generation Z is also exposed to the risks associated with obesity and sedentary lifestyle.

Details

Gen Z Around the World
Type: Book
ISBN: 978-1-83797-092-6

Keywords

Book part
Publication date: 15 January 2024

Diana Bogueva, Dora Marinova, Natalia Waechter and İsmail Hakkı Tekiner

Generation Z is already an influential global cohort with strong stances about social, economic, and climate justice. According to the Global Gen Z Survey, worries about racism…

Abstract

Generation Z is already an influential global cohort with strong stances about social, economic, and climate justice. According to the Global Gen Z Survey, worries about racism, sexism, limitations on personal freedom and homophobia are the top social justice concerns while education, poverty, access to health care, access to viable and affordable housing, and cost of higher education top the list of economic justice concerns. Added to the list of concerns is climate change, including its intragenerational and intergenerational impacts, and in the words of one participant, “none of the rest… matter if we don't have a planet to live on.”

Content available
Book part
Publication date: 15 January 2024

Abstract

Details

Gen Z Around the World
Type: Book
ISBN: 978-1-83797-092-6

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