In response to calls to expand knowledge on consumer willingness to reduce meat consumption and to adopt a more plant-based diet, this work advances the construct of meat attachment and the Meat Attachment Questionnaire (MAQ). The MAQ is a new measure referring to a positive bond towards meat consumption. It was developed and validated through three sequential studies following from an in-depth approach to consumer representations of meat. The construct and initial pool of items were firstly developed drawing on qualitative data from 410 participants in a previous work on consumers' valuation of meat. Afterwards, 1023 participants completed these items and other measures, providing data to assess item selection, factor structure, reliability, convergent and concurrent validity, and predictive ability. Finally, a sample of 318 participants from a different cultural background completed the final version of the MAQ along with other measures to assess measurement invariance, reliability and predictive ability. Across samples, a four-factor solution (i.e., hedonism, affinity, entitlement, and dependence) with 16 items and a second-order global dimension of meat attachment fully met criteria for good model fit. The MAQ subscales and global scale were associated with attitudes towards meat, subjective norm, human supremacy beliefs, eating habits, and dietary identity. They also provided additional explanatory variance above and beyond the core TPB variables (i.e. attitudes, subjective norm and perceived behavioral control) in willingness and intentions concerning meat substitution. Overall, the findings point towards the relevance of the MAQ for the study of meat consumption and meat substitution, and lend support to the idea that holding a pattern of attachment towards meat may hinder a shift towards a more plant-based diet.

A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N = 410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the perception of the impacts of meat and to willingness to change consumption habits. The second proposition is that a set of rationales resembling moral disengagement mechanisms (e.g., pro-meat justifications; self-exonerations) arise when some consumers contemplate the consequences of meat production and consumption, and the possibility of changing habits.

Gamification involves incorporating elements of online games, such as points, leaderboards, and badges into non-game contexts, in order to improve engagement with both employees and consumers. The main point of this paper is, to sum up, what previous authors investigated in the field of Gamification. An analysis of the literature covering 50 papers from 2011 to 2016 was conducted, using Leximancer software, to determine and shape the main themes and concepts proposed in gamification papers. Answering our research question, "What guidelines may provide to future research, the key themes and concepts found in published scientific papers on gamification?", we conclude that the researchers identified eight themes (gamification; game; use; users; business; points; engagement; learning) and twenty-eight related concepts. The present systematic review contributes to establishing possible guidelines for prospective studies, based on the analyzed papers, considering particularly their 'Conclusions' and on the 'Future research' sections, integrating game design contents in business, learning and education. Further, highlights the usefulness of Leximancer for qualitative content analysis, in this field of research.