Sustainability Consumption: Perubahan Perilaku Mengonsumsi Daging

Abstract

Excessive meat consumption has negative impact on many areas of life, such as: health, production efficiency, environment, and social and ethics. This negative impact has encouraged the effort to change the behavior in consuming meat. This study is expected to contribute to the creation of public awareness, the need to establish the balance between consuming meat behavior and its consequences. The study used the experimental method. Hypothesis tested by Kruskal-Wallis test and Mann-Whitney test. The result of the study stated there was a significant difference between stimuli of information about negative impact of meat consumption on health, environment, social and ethics and control. Meanwhile, there was no significant difference between stimuli of information about negative impact of meat consumption on production efficiency and control. Conclusion of the study is information about negative impact of meat consumption on health, environment, social and ethics can cause behavioral change.

Keywords

• behavioral change
• meat consumption
• classical conditioning