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Author: search.filters.author.Paredes, Mario R.Language: search.filters.language.English

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    Intention to adopt meat alternatives: Why gender-trait self-concept matters
    (Elsevier BV, 2025)
    Hartmann, Patrick
    ;
    Apaolaza, Vanessa
    ;
    Paredes, Mario R.
    Understanding consumer attitudes towards meat alternatives is vital for reducing meat consumption and its negative environmental impacts. Drawing on social identity theory and recent research showing a link between dietary choices and gender norms, this study examines the relationship between gender-traits self-concept—self-perceived feminine and masculine traits—and consumer’s intention to adopt plant-based meat alternatives, moving beyond traditional analyses of gender influences. Our survey data collected 2023 from a representative U.S. sample (18+, N=800) showed that binary gender did not relate significantly to the intentions to buy meat plant-based meat alternatives. Instead, a more feminine gender-trait self-concept was positively associated with meat-alternative adoption intention. However, a more detailed analysis showed that this association was only significant for men, whereas, among women, self-perceived masculinity increased the intention to adopt meat alternatives. These findings suggest that individuals who adopt traits less commonly associated with their gender may be more open to dietary shifts, challenging assumptions that women are more inclined toward meat alternatives. By highlighting the interplay between gender-trait self-concept and the intention to adopt meat alternatives, this research contributes to a more nuanced understanding of dietary behavior. The findings imply that marketing strategies and public health campaigns should address a broader spectrum of gender traits to effectively promote sustainable dietary choices. © The authors © Future Foods © Elsevier © ScienceDirect.
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    Virtual nature experiences on Instagram: how greenfluencers’ nature posts drive climate action
    (Taylor and Francis Ltd., 2025)
    Hartmann, Patrick
    ;
    Apaolaza, Vanessa
    ;
    Paredes, Mario R.
    ;
    D’Souza, Clare
    This study analyses the effects of greenfluencers’ nature posts on their followers’ intention to protect the climate, and the underlying mechanism of virtual nature experiences, nature connectedness, and climate concern in mediating this relationship. The proposed theoretical model was tested with an online survey of a sample of N = 550 Australian Instagram users of which n = 275 were following greenfluencers and an experimental study with a quota-based representative US sample (N = 600). Results showed that greenfluencers’ nature posts increased their followers’ intention to engage in climate-friendly behaviors. This effect was sequentially mediated by virtual nature experiences and nature connectedness, as well as an increase in climate concern. The more frequently greenfluencers posted pictures of nature, the more likely their followers reported virtual nature experiences, which in turn strengthened their connection with nature and increased climate change concern, driving climate action. A high influencer credibility reinforced this effect in the survey study. ©The authors ©Taylor & Francis.
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