Increasing meat-free meal selections: The role of social identity salience and identity-related meal names.

Avoiding meat overconsumption is good for the environment and people's health. Changing meal names represents a simple, cost-effective way of increasing meat-free meal selection in restaurants. In the past, however, this approach has shown limited effectiveness. The activation of different social identities may explain inconsistencies in prior findings and offer a powerful leverage point for influencing meal choices. We recruited participants (N = 899) who identified as "meat-eaters" for an online experiment in which they were asked to select a meal from a menu that included meat-free and meat-based burgers. We manipulated (1) social identity salience (meat-eater identity; sustainable identity; personal identity) and (2) the meal names on the menu (vegetarian name; sustainable name; neutral name). Our findings show that activating a sustainable identity significantly increases the odds of selecting a meat-free burger (22%) compared to alternative identity conditions (meat-eater identity 12%, personal identity 12%). Sustainable meal names outperform vegetarian but not neutral meal names (sustainable name 20%, vegetarian name 12%, neutral name 15%). When participants who previously selected a meat-based burger (N = 760) were limited to meat-free menu options, satisfaction and enjoyment ratings dropped steeply. This drop was significantly stronger in the meat-eater identity condition. Accounting for identity salience can lead to more targeted, improved interventions that increase meat-free meal selections by accounting for people's different social identities and the social context in which food consumption tends to occur.

How to entice restaurant patrons to order low-emissions meals? A meta-analysis and research agenda.

Climate change mitigation is now a matter of urgency. Substantial mitigation effects can be achieved by changing consumer behavior, including food choice. Food systems generate 34% of global greenhouse emissions. Researchers can contribute to climate change mitigation by developing theory-informed interventions that entice consumers to choose low-emissions foods. This meta-analysis synthesizes past research, which developed interventions to influence food choices in restaurants and tested them experimentally. We meta-analyzed 83 interventions that aimed to entice people to choose low emissions meals. Results indicate that the primary focus of interventions developed to date is to change beliefs to alter food choices. Our meta-analysis reveals that such belief-based interventions have only a small effect particularly on food choice behavior (compared to intentions). Some alternative behavior change approaches prove to be more effective, including increasing the enjoyment associated with choosing the target meal, increasing its availability, and making it more convenient to choose. Our meta-analysis highlights that more field studies are needed. Only 25 out of 83 interventions took place in the field, with the remainder taking place in simulated restaurants (i.e., survey studies). Future research should focus on intervention mechanisms that have proven successful in the simulated restaurant context as well as on novel theoretical approaches that remain entirely unexplored, including targeting habits by either activating or deliberately disrupting them.

A Sharing-Based Approach to Enticing Tourists to Behave More Environmentally Friendly.

Tourist behavior has a critical impact on the environmental sustainability of tourism. The hedonic nature of tourism and lack of an economic incentive make tourist behavior particularly hard to change. Making tourists behave more environmentally friendly would have substantial environmental benefits. This is the aim of the present study. Three alternative approaches are tested. The most successful approach-based on sharing monetary savings with guests-leads to a 42 percent change in one specific tourist behavior with negative environmental consequences. This new sharing-based approach significantly outperforms current approaches of increasing awareness of environmental consequences and of tourist ability to make a change. Tourism businesses should consider replacing current appeals with sharing-based schemes.

Communicating with parents of obese children: which channels are most effective?

BACKGROUND: One of the strategies proven most successful in curbing rising rates of childhood obesity involves targeting parents as agents of change. Prior studies have focused on what messages to communicate, but few have investigated how they should be communicated. OBJECTIVE: To identify the channels most effective for communicating with parents of overweight and obese children and understand whether their use of parenting information sources differs from others in the community. DESIGN/SETTING: This study utilizes data from the Longitudinal Study of Australian Children (LSAC). Families were included if weight and height information was available for parents and children at three data collection points: Waves 1, 2 and 4 (collected 2004, 2006 and 2010, respectively, n = 5107). ANALYSIS: A priori and a posteriori segmentation methods identified groups of parents that were similar in the sources used to obtain information about parenting, and examined whether some segments were more likely to have obese children. RESULTS: Four segments were identified that differed in their information source use: the 'personal networks', 'books', 'official sources' and 'mixed approach' segments. The 'official sources' and 'mixed approach' segments were most likely to have obese children, and they used doctors, government/community organizations and friends to obtain information on parenting. These segments were also less educated and had lower employment. CONCLUSIONS: Messages are most likely to reach families with obese children if communicated through doctors, government publications and community organizations. Further, messages targeting social groupings of parents will leverage the power of advice from friends, which is another valuable information source for this group.

Branding water.

Branding is a key strategy widely used in commercial marketing to make products more attractive to consumers. With the exception of bottled water, branding has largely not been adopted in the water context although public acceptance is critical to the implementation of water augmentation projects. Based on responses from 6247 study participants collected between 2009 and 2012, this study shows that (1) different kinds of water - specifically recycled water, desalinated water, tap water and rainwater from personal rainwater tanks - are each perceived very differently by the public, (2) external events out of the control of water managers, such as serious droughts or floods, had a minimal effect on people's perceptions of water, (3) perceptions of water were stable over time, and (4) certain water attributes are anticipated to be more effective to use in public communication campaigns aiming at increasing public acceptance for drinking purposes. The results from this study can be used by a diverse range of water stakeholders to increase public acceptance and adoption of water from alternative sources.

"Translating" between survey answer formats.

Survey research remains the most popular source of market knowledge, yet researchers have not yet established one consistent technique for measuring responses. Some market research companies offer respondents two answer options; others five or seven. Some answer formats use middle points on the answer scales, others do not. Some formats verbalize all answer options, some only the endpoints. The wide variety of answer formats that market research companies and academic researchers use makes comparing results across studies virtually impossible. This study offers guidance for market researchers by presenting empirical translations for the answer formats they most commonly use, thus enabling easier comparisons of results.

Newspaper coverage of water issues in Australia.

The media has been found to have an impact on public debate, public opinion, and public policy agendas. Public debate, and public opinion about water conservation and water supply management projects matter because they can influence specific outcomes. For example, public opinion can potentially lead to positive behaviour, like increased water conservation, or potentially negative behaviours such as public opposition to developments such as dams or water recycling plants, which may be necessary under changing climatic conditions. It is therefore critical to understand how the media reports on water-related topics. Results from a content analysis of 1253 newspaper articles published in Australia in 2008 indicate that water-related reports are characterised by lack of inclusion of views held by various stakeholders, a low level of support of statements with scientific evidence, a low level of impartiality in the sense of reporting on opposing views and a relatively high level of hedging, meaning that the author signals that there is some uncertainly about the reported information. In sum these tendencies could theoretically culminate to work against public engagement in water issues and undermine the public's understanding of and confidence in water management measures. Proactive measures of media management are recommended.

Water conservation behavior in Australia.

Ensuring a nation's long term water supply requires the use of both supply-sided approaches such as water augmentation through water recycling, and demand-sided approaches such as water conservation. Conservation behavior can only be increased if the key drivers of such behavior are understood. The aim of this study is to reveal the main drivers from a comprehensive pool of hypothesized factors. An empirical study was conducted with 3094 Australians. Data was analyzed using multivariate linear regression analysis and decision trees to determine which factors best predict self-reported water conservation behavior. Two key factors emerge: high level of pro-environmental behavior; and pro-actively seeking out information about water. A number of less influential factors are also revealed. Public communication strategy implications are derived.

What affects public acceptance of recycled and desalinated water?

This paper identifies factors that are associated with higher levels of public acceptance for recycled and desalinated water. For the first time, a wide range of hypothesized factors, both of socio-demographic and psychographic nature, are included simultaneously. The key results, based on a survey study of about 3000 respondents are that: (1) drivers of the stated likelihood of using desalinated water differ somewhat from drivers of the stated likelihood of using recycled water; (2) positive perceptions of, and knowledge about, the respective water source are key drivers for the stated likelihood of usage; and (3) awareness of water scarcity, as well as prior experience with using water from alternative sources, increases the stated likelihood of use. Practical recommendations for public policy makers, such as key messages to be communicated to the public, are derived.

Key drivers of airline loyalty.

This study investigates drivers of airline loyalty. It contributes to the body of knowledge in the area by investigating loyalty for a number of a priori market segments identified by airline management and by using a method which accounts for the multi-step nature of the airline choice process. The study is based on responses from 687 passengers. Results indicate that, at aggregate level, frequent flyer membership, price, the status of being a national carrier and the reputation of the airline as perceived by friends are the variables which best discriminate between travellers loyal to the airline and those who are not. Differences in drivers of airline loyalty for a number of segments were identified. For example, loyalty programs play a key role for business travellers whereas airline loyalty of leisure travellers is difficult to trace back to single factors. For none of the calculated models satisfaction emerged as a key driver of airline loyalty.

Acceptance of water alternatives in Australia - 2009.

In a nationally representative study with a sample size of 1495, Australian residents were asked about their attitudes to recycled and desalinated water. Specifically, they were asked to state how likely they would be to use these sources of water for 14 purposes. Recycled water was found to have a higher stated likelihood of being used for watering gardens (compared to desalinated water). No significant differences in likelihood of use were found for toilet flushing, car washing and cleaning. For all other uses (including drinking), desalinated water had higher likelihood of use ratings. Respondents were also asked about their intention to relocate under four different water scenarios. This is a topic not studied before in the Australian context. Results indicate that respondents' stated likelihood to relocate was highest when there was insufficient water to meet their needs, followed by when recycled water was introduced into their supply, then the introduction of desalinated water. The scenario where residents had to rely on self-purified rain water from a tank had the lowest level of relocation intention. The results indicate that the increased provision of rainwater tanks may be the most publically acceptable water alternative for Australians at this point in time.

The effect of information on public acceptance--the case of water from alternative sources.

This study aims to provide conclusive evidence that information about water from alternative sources increases public acceptance. We conducted an experiment with 1000 Australian respondents asking them about their acceptance of recycled and desalinated water for a range of purposes under two conditions: 1) no information provided and 2) information about the production process provided. Results indicate that - both for desalinated and recycled water - the stated likelihood of use increases significantly if people are provided with information about the production process. This has major implications for public policy makers indicating that providing factual information (as opposed to persuasive campaigns) will increase public support of water augmentation projects.

When public opposition defeats alternative water projects - the case of Toowoomba Australia.

Located approximately 100km west of Brisbane, Toowoomba is home to approximately 95,000 people. Surface water from dams is the main source of water for the city. In 2006 the residents of Toowoomba were invited to vote in a referendum (plebiscite) concerning whether or not an indirect potable wastewater reuse scheme should be constructed to supply additional water to the area. At that stage dam levels in Toowoomba were at approximately twenty percent of capacity. Toowoomba residents, after intense campaigning on both sides of the referendum debate, voted against the proposal. In July 2008 dam levels dropped to eleven percent. Stage 5 water restrictions have been in place since September 2006, subsequently mains water must not be used for any outdoor uses. This paper describes in detail how public opposition in the case of Toowoomba's referendum, defeated the proposal for a water augmentation solution. Reasons for the failure are analysed. In so doing, the paper provides valuable insights with respect to public participation in indirect potable reuse proposals, and discusses factors including politics, vested interest and information manipulation. This paper is significant because of the lack of detailed information published about failed water infrastructure projects.

Understanding behaviour to inform water supply management in developed nations--a review of literature, conceptual model and research agenda.

Water is a scarce resource in many parts of the developed world. Two solutions are possible to address water scarcity: conservation of existing resources, or the further production of water from new sources e.g. through recycling of wastewater or desalination of seawater. However, the main hurdle to implementation of many of these solutions is often viewed as a lack of public willingness to adopt these alternative water behaviours. Research in this area is therefore crucial. Yet, and possibly due to the interdisciplinary nature of such research, there is currently no comprehensive overview of what has been done before. This study fills this gap by (1) choosing a general consumer behaviour perspective as a starting point, (2) developing a conceptual model of research required in the area of water-related public acceptance studies, (3) identifying eight key water-related behaviours which require future research attention, and (4) reviewing which areas of the conceptual model have been investigated in the past by conducting an extensive literature review of water-related social science research. The review established that the majority of work which has been conducted is located at the cross-roads of personal characteristics and behavioural intentions. Significant gaps exist in relation to researching the adoption of a wide range of demand-side water behaviours. This indicates a dominance of supply-side solutions in social-research exploration. The review identifies a number of research needs including: the exploration of actual adoption of water-related behaviours (rather than behavioural intentions); and to widen the scope of water behaviour enquiry to include more demand-side solutions. Given the increasing scarcity of water in many areas of the world, addressing these identified gaps will be of significant importance. Thus our model informs the social-research agenda for water policy.

Desalinated versus recycled water: public perceptions and profiles of the accepters.

Many countries' water resources are limited in both quantity and quality. While engineering solutions can now safely produce recycled and desalinated water from non-potable sources at a relatively low cost, the general public is sceptical about adopting these alternative water sources. Social scientists, policy makers and technical experts need to better understand what is causing this lack of acceptance by the general population and how acceptance levels for recycled and desalinated water can be increased. This study is the first to conduct a comparative analysis of knowledge, perceptions, and acceptability, and determine segments of residents who are more open-minded than the general population toward the use of recycled and desalinated water. The Australian population once perceived desalinated water as environmentally unfriendly, and recycled water as a public health hazard. The general level of knowledge about these two concepts as potential water sources has historically been low. After nearly five years of serious drought, accompanied by severe water restrictions across most of the country, and subsequent media attention on solutions to water scarcity, Australians now show more acceptance of desalinated water for close-to-body uses, and less resistance to recycled water for garden watering and cleaning uses. The types of people likely to be strong accepters of the two alternative water sources are distinctly different groups, and can be reached through different media mixes. This finding has significant implications for policy makers and water practitioners.