Short-term or long-term effect of social norm on eating behavior? Contribution of an agent-based model
Résumé
We carried out several studies concerning the factors influencing the consumption of animal food
products. Three of their major results are mobilized in the present study. The first result was
obtained from a survey carried out in the VITAMIN project[1] on 1,715 French respondents, about
their food choices. It revealed that 40% of respondents’ current diet is not their ideal diet
regarding animal product consumption, which they would like to reduce. The second result was
obtained from the analysis of 20 indepth biographical interviews carried out in the VITAMIN
project. These showed that social pressure was a major factor for abandoning the adoption of
meatless diets. The third result was obtained from an experimental protocol carried out by the
PNCA lab. It tends to show that social norms, and especially the subjective social norm, are
hindrances in the short term too and influence the food choices made during a meal. Hence, in
these studies, daily food choice in the short term is opposed to the “ideal" choice in the long term
towards a reduction in meat consumption. This is where social norms seem to be an important
source of inertia.In the present work, we hypothesize that social acceptance of less meaty diets is
underestimated, that is to say, that the perception of the social norm is biased. We propose a
model, implemented in the GAMA agent-based simulation platform, in which two situations are
considered. At home, individuals’ food consumptions are supposed to be conform to their desired
food diets (this is a simplification, since factors such as cultural habits, appetite for meat, choice of
meals by another member of the family, etc., can interfere). Outside the home, individuals’ food
consumptions are supposed to be modulated by the perceived social norm - a global numerical
variable reflecting the population’s total meat consumption outside the home. During a simulation,
some individuals start to consume outside the home according to their desired food diet. We study
the effect of this change on the whole population over time.