The devastating impacts of current global behavioural and consumption patterns (e.g., degrading environment, health concerns, and declining animal welfare) underscore the urgent need for change towards ecological sustainability. In particular, unsustainable food choices, such as the consumption of meat and dairy, contribute significantly to these global challenges. This project is grounded in the recognition that shifting human behaviour, especially towards a more sustainable food consumption pattern (i.e., a plant-based diet), is essential for mitigating these harmful effects.
This project explores how communication media may be used to influence and encourage people to adopt more sustainable behaviours. It investigates the effectiveness of mediated communication, such as video appeals, in shaping perceptions of sustainability and motivating behaviour change. While this project focuses on promoting sustainable food consumption, other sustainable practices are also considered.
Find out more about the Communication Media research programme.
