The effects of media, individual traits and age of exposure, on ethica purchasing in relation to animal products

Abstract

This study investigates the effects of media exposure, individual traits (empathy toward animals and belief in the animal mind), gender and age, on ethical purchasing behaviours related to products that entail animal suffering or killing. Participants were recruited via a website and emails and filled out a survey that included the Animal Empathy Scale, the Belief in the Animal Mind scales as well as questions on media exposure and demographic questions. Data from 168 respondents was analysed yielding the confirmation that the various media do not differ in their relation to actual behaviour change and behaviour change intention. There were also no significant associations for gender with regard to the variables studied. However results showed a significant association between the age of exposure to media and actual behaviour change but surprisingly not for intention to change behaviour. The Belief in Animal Mind (BAM) is strongly associated with both actual behaviour change and behaviour change intention. Further, empathy, as measured by the Animal Empathy Scale (AES) also shows a significant association between the variables. These results suggest that emotional engagement with animal welfare through media and empathy play a central role in promoting ethical consumption. Future research should explore how cultural and individual differences shape the beliefs and ethical values specifically pertaining to ethical consumption and animal welfare.

Date of Award	10 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Augusta Gaspar (Supervisor)