Social Influence

worldwide.

We have the meat consumption of around 350 million tonnes of meat per year

due to the high emission of greenhouse gases from agriculture.

Decrease of meat consumption is of urgent need.

A good nutritional alternatives can be vegan alternative products.

Yes, especially for elderly people.

The use of alternative products is highly unlikely.

The question is therefore,

how can we motivate all the people to buy

vegan meat alternatives instead of the usually products?

The concept of social truth

states that we determine the correctness of the behaviour

through the observation of the behaviour of others.

For example, if you would see more people buying specific things,

you're more likely to do the same.

The strength of this effect is increased when people we observe a similar tools

based on the concept of similarity.

This is because we want to be similar to the people we identify as or in groups.

Additionally,

we are more likely to adapt their behaviour if the person

who performs it is someone we like or an authority.

Our intervention will therefore be a TV at

this ad shows elderly people meaning or reference group engaging in the purchase of

alternatives.

One actor in the ad will be a public figure that the elderly people can relate to

based on the principle of liking.

This could, for example, be a person

like an actor or a singer

or the well known beneficial in Germany.

This person will talk to a health professional

explaining the benefits of being an art relative,

using the influence of authority or expertise,

but just specifically targeting targeting at

we will hope to increase the engagement

of all the individuals and the characters of the

place,

lowered overall consumption and this population.

Chapters