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A study on the mediating role of disgust with meat in the prediction of red meat consumption among young females

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Kjetil Aune

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kjetil.aune@nofima.no

Journal of Consumer Behaviour ; Volume 5. p. 281–291. 2006

Kubberød, Elin; Ueland, Øydis; Risvik, Einar; Henjesand, Inge Jan

Recent studies have examined young females’ negative sentiments toward meat in the western world. This paper explored the role of variousfactors that may trigger disgust with meat and hence avoidance of red meatamongyoungfemales. These include negative body esteem, disgust motivations related to ideational concerns, sensory-affective concerns, and anticipation of negative consequences relating to the consumption of meat. The investigation showed that all of these factors were positively related to disgust with meat, and disgust with meat influenced red meat consumption negatively.

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