Social media use and meat consumption in the context of climate change: The role of probability distance

Ruiz-Dodobara F.; Uribe-Bravo K.A. · Social Sciences and Humanities Open (2026) · DOI: 10.1016/j.ssaho.2026.103722

Resumen

Climate change represents one of the greatest challenges in society nowadays, with the animal-based food industry being a major contributor to greenhouse gas emissions. This study proposes a model examining the mediating role of guilt, anthropocentric beliefs, perceived availability, health perception and perceived probability distance in the relationship between social media use and meat consumption intention. Structural equation modeling (SEM) was conducted using a sample of 1000 adults aged 18–70 ( M = 37.5, SD = 12.30) from Metropolitan Lima and Callao. Results indicate that social media use predicted meat consumption intention through multiple indirect pathways. Guilt showed a negative indirect effect, whereas anthropocentric beliefs, perceived availability, and health perceptions showed positive indirect effects. Serial mediation through probability distance was significant only when preceded by guilt and anthropocentric beliefs. Copyright

Instituciones: Universidad de Lima