Title page for ETD etd-10292010-112852

Type of Document Master's Thesis
Author Williams, Neville Farley
Author's Email Address neville@vt.edu
URN etd-10292010-112852
Title Promoting a Reduction in Meat Consumption: An Initial Study on the Efficacy of a Commitment Strategy
Degree Master of Science
Department Psychology
Advisory Committee
Advisor Name Title
Geller, E. Scott Committee Chair
Bray, Bethany C. Committee Member
Cooper, Lee D. Committee Member
  • environmental behavior
  • behavior change
  • meat consumption
  • commitment
Date of Defense 2010-10-15
Availability restricted
The current study employed an ABA design with a control group to assess the effectiveness of a commitment strategy in reducing meat consumption among university students (n=70). Participants who were randomly assigned to the commitment condition did not consume significantly less meat than participants in the control group, t (48)=.74, p=.47. 79% (n=19) of participants in the control group decreased their meat consumption from baseline to treatment phase, compared with 96% (n=27) of participants in the treatment group. Additionally, when both groups were collapsed, all participants reduced meat consumption from baseline to treatment phase t (51)=8.6, p<.001. Participants’ scores on the Motivation Towards the Environment Scale, a measure of self-determined motivation towards environmental behavior, were not significant predictors of meat consumption behavior before or during the intervention, t(67)= -.26, p=.80, t(51)=.53, p=.60. Implications and directions for future research are discussed within the paper.
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