Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 503323
Title When indifference is ambivalence : Strategic ignorance about meat consumption
Author(s) Onwezen, Marleen C.; Weele, Cor N. van der
Source Food Quality and Preference 52 (2016). - ISSN 0950-3293 - p. 96 - 105.
Department(s) LEI Consumer and Chain
Publication type Refereed Article in a scientific journal
Publication year 2016
Keyword(s) Cognitive dissonance - Emotions - Ignorance - Meat - Wilful blindness

Meat consumption is associated with a tension, for example the tension between love of meat and concern about animal welfare or health. Based on the literature we propose four consumer segments that each respond differently to (potential) conflicting thoughts in the context of meat: struggling-, coping-, strategically ignoring-, and indifferent consumers. As proposed we identified the four segments (of which one segment can be divided in two separate segments) in two separate cases (N = 1842). This study is the first to identify a group of strategically ignorant consumers for a real life issue (i.e., conflicting experiences regarding meat consumption). The findings indicate that previously labelled indifferent consumers consists of 1) consumers who do not care and, therefore, ignore the issue and 2) consumers who do care but strategically choose to ignore the issue. We discuss the theoretical implications of strategic ignorance and the practical implications for reducing meat consumption.

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