The present study focused on adding to the understanding of meat consumption and potential drivers for its reduction in New Zealand. Using the Theory of Planned Behaviour (TPB) and the recently developed Meat-Attachment Questionnaire (MAQ), this study investigated New Zealand consumers' attitudes, motivations and behaviours in regards to meat consumption. Results derive from a questionnaire sent across New Zealand in March 2017, in which 841 responses were obtained from representative consumer panels. Consumer awareness of the severity of meat's environmental impacts was found to be quite low in comparison to other sustainable food behaviours. Motivations for reduction seem to shift across consumer groups, with different considerations rising and falling in importance depending on current meat consumption habits. Among the TPB components, only attitudes were found to accurately and consistently predict willingness and intentions to reduce personal meat intake, while both attitudes and subjective norms predicted agreement with proposed structural measures that would promote meat reduction and/or plant-based food consumption. In addition, the MAQ was found to provide explanatory power above and beyond that of the TPB components alone and this research supports its use as a tool to further understand meat consumption and potential motivations for reduction. The authors believe these results could be useful for governments or organizations wishing to implement meat reduction strategies, as well as providing a stepping stone for further research inquiry into motivations behind meat consumption and its potential reduction.
Sustainability and the social economy are two approaches that provide critiques of mainstream economic growth based on the failure to integrate environmental and social concerns. This article explores the potential for community transformation by bridging these two approaches — bringing more environmental considerations into the social economy and using the social economy to advance equity concerns within sustainability. We examine this potential through local food initiatives in two Canadian cities that are striving to create a synthesis of social and environmental objectives to achieve structural change in the way that food is produced, accessed and consumed. Both projects are founded on commitments to sustainable community development and social justice. While the initiatives illustrate the potential for community transformation by integrating sustainability and the social economy, they also illustrate the challenges associated with an incremental approach to change in the context of competition with mainstream economic activities that are heavily subsidized and do not account for negative social, economic and environmental externalities.
A significant percentage of the smaller urban centres around the world are losing people which raises questions regarding the appropriate responses to this challenge. Responses from the state have generally been muted, and as a result, concepts of new localism and new regionalism are useful for understanding the role played by place-based leadership and partnerships between local businesses, community groups and individuals. Key within this space is the role of endogenous responses anchored on local social capital and resilience. This paper overviews key themes in the literature before examining statistical evidence of small town growth, stabilisation or decline in New Zealand. This leads into an examination of how three small towns in the country are responding to demographic and economic change. The cases illustrate the importance of local-led responses to the debilitating effects of change and the degree to which place based development can be critical in the context of coping with change in small towns. The paper further argues that "right-sizing" to a new economic and demographic reality may be the appropriate focus of local attention. K E Y W O R D S entrepreneurs, localism, New Zealand, regionalism, shrinking town, small town
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