RESUMEN
Due to the environmental and health impact of the private transport sector, social scientists have largely focused on psychosocial and contextual factors associated with people's choice over transport means. This study aims to contribute to this line of research by applying a user-centered approach, with the objective of taking into account the specific environmental and social context of the metropolitan area of Cagliari city (Sardinia, Italy). To accomplish this aim, four groups of people were matched according to their shared starting point: car users vs. public transport users (Study 1), and light-rail users vs. non-light-rail users (Study 2). Groups were interviewed using a focus group method. Participants were invited to discuss their everyday travel experiences and to exchange their ideas on different sustainable (e.g., bicycles and public transport) and less sustainable (i.e., private cars) means of transport. Both consolidated drivers/barriers in the field of environmental psychology (e.g., perceived behavioral control, social norms) and public transportation design features (e.g., lighting) have been investigated. Other than highlighting the importance of socio-psychological factors to promote more sustainable transport choices like in previous studies, the present research offers an insight into how these aspects and factors are shaped and experienced in the narratives of residents.
RESUMEN
The dramatic increase of meat production in the last decades has proven to be one of the most impacting causes of negative environmental outcomes (e.g., increase of greenhouse emissions, pollution of land and water, and biodiversity loss). In two studies, we aimed to verify the role of key socio-psychological dimensions on meat intake. Study 1 (N = 198) tested the predictive power of an extended version of the Value-Belief-Norm (VBN) model on individual food choices in an online supermarket simulation. In an online survey, participants were directed to a virtual shop and asked to buy food within a set amount of money. Subsequently, they completed measures of behavioral intention, the VBN constructs (values, general pro-environmental beliefs, awareness of consequences, ascription of responsibility, and personal norm), and social norms (injunctive and descriptive). The outcome variable was operationalized in terms of percentage of expenses dedicated to meat and processed meat items, which provided a more robust behavioral measure than the common self-reported ones. Results confirmed the VBN sequential path, showing direct effects of biospheric values and descriptive norm on personal norm. Furthermore, a proof of validity for the new behavioral measure was provided (medium-sized correlation with behavioral intention). Study 2 (N = 218) aimed at verifying whether the meat consumption could be also motivated by a health concern, reflecting individual (cost/benefit) considerations, besides pro-environmental drivers. Results showed the direct impact of health concern and confirmed the indirect role of biospheric values and descriptive norm (via personal norm) on meat intake. This evidence would suggest the use of multiple-frame messages, highlighting both pro-environmental and health consequences, for meat consumption reduction. Nevertheless, the different implications of moral (e.g., environmental concern) vs. non-moral motivators (e.g., health concern) for reducing meat intake need to be stressed: indeed, the first drivers are more central for self-identity and for engaging in environmental citizenship behaviors.
