Date Awarded

Summer 2021

Document Type


Degree Name

Master of Science (M.Sc.)




Adrian J Bravo

Committee Member

Catherine A Forestell

Committee Member

Paul D Kieffaber


High levels of meat production/consumption negatively impact physical health, environmental sustainability, and animal welfare. As a result, documentaries focused on increasing knowledge of these negative consequences have emerged in popular media. Given this information, the present study examined and compared the effects of these video appeals on intentions to reduce meat consumption and ‘wanting’ of meat. In the analytic sample, most participants identified as White non-Hispanic (n = 237; 58.8%), with a smaller proportion identifying as Asian American or Asian (n =101; 24.9%), as Black or African American (n = 54; 13.3%), as Hispanic, Latino, or of Spanish origin (9.4%), as American Indian or Alaska Native (n = 6; 1.5%), as Native Hawaiian or other Pacific Islander (n = 2; 0.5%), or as identifying with a racial or ethnic identity not listed (n = 10; 2.5%). A majority of participants identified as female (61.5%) and the reported mean age of the analytic sample was 18.95 (Median = 19.00; SD = 0.96).Participants completed baseline questionnaires before being randomly assigned to one of four conditions where they watched either a 10 minute video on the negative impact of meat consumption (three experimental conditions with separate appeals; animal welfare, environmental, health) or a control video. Afterwards, intentions to reduce meat consumption and levels of implicit/explicit ‘wanting’ were assessed. Results indicated that watching any of the three experimental videos led to increased intentions to reduce meat consumption and decreased implicit, but not explicit, ‘wanting’ of meat compared to the control condition. These effects were mediated by participants’ post intervention levels of moral emotions (i.e., shame, guilt, being upset) for those in the animal welfare and environmental conditions, such that being in those conditions led to higher levels of moral emotions, which in turn led to lower implicit/explicit ‘wanting’ as well as higher intentions to reduce meat intake. Further, moderation and moderated mediation effects were explored. These results suggest video interventions may be an effective and low-cost tool for lowering intentions to consume meat as well as for shifting motivations to consume meat.




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