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Behavior Change: Reduced Meat Consumption

By: Ryan Daly, Krystina Niemi, Lauren Walkiewicz
by

Ryan Daly

on 10 April 2013

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Transcript of Behavior Change: Reduced Meat Consumption

Target Audience: Our Model Intervention Plan Prompts Challenges , Opportunities & Assumptions Barriers for change: Attitudes & Declarative Knowledge
Opportunities: change agents via modeling of behavior
Assumptions: environmental concern, declarative knowledge, meat vs. meat alternatives The Facts College students at the University of Michigan

Both those residing in the dorms & off-campus Behavior Change:
Reduced Meat Consumption Prompts: that are both informative & provide incentive
Placed in the dining halls around campus
Eco-Teams: targeting both those who already perform behavior & those who do not
Encourage modeling of behavior & fresh perspective on how to reach the most people Will call on descriptive norms - - emphasize the number of students who do go meatless a day or two per week & the energy that saves
Provide declarative knowledge (without overwhelming)
Simple, large, & placed outside of dining hall where students wait in line to enter Other Questions or Concerns? Thanks! Ryan Daly
Krystina Niemi
Lauren Walkiewicz Only about 1/3 of an animal is consumed.
The average American eats half a pound of meat every day!
That is 8kWh/day... Not taking into account farming, fertilizing, processing, refrigerating, and transporting the food.
Transportation via road: 7kWh per day per person
Transportation via water: 4kWh/d per person.
Packaging: 4kWh/d.
Farming energy use: 0.9 kWh per day per person (for farm vehicles, machinery, heating (especially greenhouses), lighting, ventilation, and refrigeration.) Environmental Impacts Natural resource depletion: water, fossil fuels, topsoil, meat, & rainforests.
Pollutes air (methane & other GHG emissions) and water (phosphorus & other materials found in fertilizers).
A plant-based diet or even cutting back meat consumption you can really help the environment!
More effective than turning off the faucet or recycling & reusing. Eco-Teams Organized within dorm by houses - - create a game (inter-dorm competition) with incentive of a pizza party!
Survey's given out before teams formed & we will include equal numbers of those who do & do not already perform behavior
Attempt to do this for those living off-campus as well: fraternity's, sorority's, cooperative housing, etc. Concerns Unsure as to the best way to reach those living off-campus
Incentive is not tangible, energy use is conceptual
Accountability has been a challenge to manipulate
Full transcript