From vegconomist.com
A new study conducted by non-profit organization Faunalytics aims to shed light on the way veganism can spread through a social network.
To determine the influence of peers on socially influenced behaviour changes, the literature review studies smoking cessation, another complex behaviour that is triggered multiple times per day. The results indicate that romantic partners are the most influential; people are between 1.3 and 11.8 times more likely to quit smoking if their partner also quits.
Other social connections such as friends, co-workers, and siblings also have an influence, but to a lesser degree. This is because long-lasting behavioural changes require complex contagion, which involves repeated exposures by strong ties. However, the influence can still be significant — clusters of smokers often become clusters of non-smokers over time.
The results suggest that vegans may be able to influence others to change their diet and lifestyle simply by being close to them. However, there are clear differences between smoking cessation and becoming vegan — for example, abstaining from smoking has become a social norm, whereas veganism is still relatively niche. This may reduce the influence of veganism, since there is little social pressure to change. The researchers say that more studies are needed to determine how veganism spreads.
Inspiring behavioural changes
Several studies have been conducted in an attempt to determine how people can be influenced to eat fewer animal products and more plants. Research indicates that people generally dislike being told what to do, but may be influenced using more subtle methods. One such strategy is behavioral economics, which uses psychology and economic theory to “nudge” people toward different behaviours.
Some research indicates that nudges alone — such as placing healthy or ethical foods in a more visible position — may not be enough to decrease meat consumption. However, a study published earlier in 2024 found that encouraging people to reflect on these nudges was more likely to bring about behavioural changes.
Other research conducted this year found that hosting a meat-free month in a university cafeteria led to a sustained drop in meat consumption weeks after the experiment ended.
“I was impressed by how important social networks are for spreading these ideas,” said Dr. Andrea Polanco, lead author of the Faunalytics study. “To me, this suggests that advocates should expand their programs to include social groups, not just individuals.”
https://vegconomist.com/studies-and-numbers/study-veganism-spread-social-connections/
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