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The data collection for this research was conducted via an online survey consisting of three main sections. Initially, section one gathered information about participants’

demographics, meat consumption, food involvement, environmental concern and value structures. Section two of the survey provides the intervention or treatment condition; a short piece of information about the impact of meat consumption on GHG emissions within the New Zealand environment, and what can be achieved by adopting a low meat diet. The information was framed in two ways and gave

estimates of reduction figures by adopting a low meat diet as either an individual or as a society; there was also a control group who received no information. Participants

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were randomly assigned to the information or control groups via the survey tool to ensure there were no significant differences between the groups at the outset (e.g.

one group having significantly more meat eaters than another group), which could account for the differences in the outcome variables. The third part of the survey recorded the outcome variables of interest, namely attitude and intentions to reduce meat consumption. See Figure 5.1 for a visual representation of the survey structure.

The different components of the survey will be discussed in the next section.

Figure ‎5.1 Model of survey structure

The information was framed in two different ways: an individually focused message and a society focused message. The assumption underlying the message framing manipulation was that the individually focused message would appeal more to those with strong self-enhancement values and that the society focused message would appeal more to those with strong transcendence values. The

self-enhancement/self-transcendence dimension was chosen because of its relationship to pro-environmental behaviour and meat consumption, over and above the openness to change/traditionalism dimension. Theory suggests that people with high

enhancement values are focused on the self more than people with high self-transcendence values who are more concerned with the welfare of others. Thus, a message that is focused on individual benefits of reducing meat consumption was expected to appeal more to those with high self-enhancement values as the message should be more in line with their values. In contrast, a societal or collectively framed message that emphasised societal benefits of reducing meat consumption was

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considered to appeal to people with high self-transcendence values, as they are by and large more concerned with impacts that effect not just themselves, but other individuals as well.

Participants were recruited through convenience and snowball sampling, as these are the most practical and cost effective methods for a research project this size. The sample initially included anyone who wished to participate, to encourage a large sample size. Ideally, a representative sample of the New Zealand population would be used in such a study. Nevertheless, convenience sampling is the most common form of sampling within psychology and behavioural science research and is an accepted method, as long as the frame of reference is clearly stated and inferences are not drawn too widely (A. Evans & Rooney, 2011; Gravetter & Forzano, 2012). For example, it would not be feasible to draw conclusions about the New Zealand population as a whole because the sample is not representative of the population.

The use of an online tool was chosen as the most effective and efficient way of gathering the information required. The Qualtrics web survey software was used to conduct the survey as this service is provided by Victoria University for students free of charge and has a wide range of options and settings that can be applied to surveys of this kind. Reasons cited for the use of online surveys include: ease of access and use, time efficiencies, recruitment advantages and cost (Sue & Ritter, 2007). Conversely, there are pitfalls with online survey tools that can limit the applicability of results to a whole population. The main concern is sample bias as not all people have access to the internet and even when people do there is a discrepancy between users, with how often or how willing they are to spend time filling in online surveys (de Vaus, 2014;

Sue & Ritter, 2007).

The survey was open throughout the period of 24^th of June until the 2^nd of August 2014 and was advertised primarily through email and social media. Use of Victoria University’s emailing lists was used via school administrators at their discretion. The researchers email and Facebook page was also employed to reach a wider non-university audience. In addition, over a 1,000 flyers were posted into letter boxes in local suburbs around Wellington and posters were placed around Victoria University’s

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Kelburn campus, again trying to attract a larger, wider range of participants. All advertisements were accompanied by an invitation for participants to pass the survey link along to anyone else who may wish to complete it. As an encouragement for participation in the survey, every survey completed was placed into a draw to win

$200 worth of grocery vouchers. One respondent was then drawn randomly at the close of the survey as the winner of the prize.