Knowledge for better food systems

Book: Handbook of research on social marketing and its influence on animal origin food product consumption

This book, edited by Diana Bogueva, Dora Marinova and Talia Raphaely, explores how social marketing (which tries to change behaviours for the common good) can impact consumption of and attitudes towards animal products.

Publisher’s summary:

As marketing professionals look for more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential.

The Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption is a critical scholarly resource that examines the role of social marketing in understanding and changing behavior regarding the negative impacts of consuming animal-based foods. Featuring coverage on a broad range of topics, such as the psychology of meat consumption, food waste, and meat substitutes, this publication is geared towards academicians, students, and professionals seeking current research on social marketing interventions and the demarketing of meat.

Topics covered

The many academic areas covered in this publication include, but are not limited to:

  • Carnism
  • Consumer Concerns
  • Environmental Sustainability
  • Food Safety
  • Food Waste
  • Healthy Eating
  • Meat Reduction
  • Meat Substitutes
  • Psychology of Meat Consumption



Bogueva, D., Marinova, D., & Raphaely, T. (2018). Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption. Hershey, PA: IGI Global.

For more information, see here. See also the Foodsource resource What can be done to shift eating patterns in healthier, more sustainable directions?


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This region of Oceania comprises Australia, New Zealand, the island of New Guinea, and neighbouring islands in the Pacific Ocean. Its ecozone forms a distinct region with a common geologic and evolutionary history which has resulted in a set of unique types of animals and plants. Due to the reverse seasonality with the US and Europe, much food produce is exported to these countries in the winter from Australia and New Zealand. Except for the lush rainforest of Queensland and the east, much of the Australia is arid and unsuitable for arable agriculture. The country is considered highly vulnerable to climate change and associated impacts including droughts and wildfires.

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