Master thesis at the Chair of Sport and Health Management

18.12.2024, Diplomarbeiten, Bachelor- und Masterarbeiten

Social Normative Appeals in Sustainable Food Consumption

Based on the Focus Theory of Normative Conduct, the goal of this research is to examine how different normative appeals (descriptive vs. injunctive vs. combined) affect sustainable food choices. We will apply a between-subject design with three experimental conditions and one control condition: participants will be presented either with a descriptive normative message, an injunctive normative message, a combination of both normative messages or no normative message. By manipulating the normative message presented to participants, we will get insights on whether sustainable food choices differ among the different normative messages. Through this experimental research, we will understand how social influence and social pressure affect sustainable food decisions and, therefore, how behavior change interventions should be designed.

Kontakt: daniela.moirano@tum.de