Authors of IGI Global Publication "Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption" Earn International Book Award Finalist Status

Dr. Diane Bogueva, Prof. Dora Marinova, and Dr. Talia Raphaely of Curtin University, Australia, recently saw their publication, Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, become a finalist in the International Book Awards, sponsored by the American Book Fest, within the category of Business: Marketing and Advertising. Noted as an example of “excellent publishing,” IGI Global conducted an interview with these well-known editors to discuss their accomplishment, the latest research on meat consumption culture and its effects on sustainability, and their plans for future research endeavors.

What inspired you to conduct research in this specific area?

Once you are familiar with the scientific evidence about the detrimental impacts of high meat consumption on the health of the planet and human wellbeing, it is impossible to remain passive, particularly if you are concerned about climate change, land use, biodiversity conservation, pollution, and use of antibiotics, and especially if you hold environmental values. Most scientists, however, recognize that weaning people off their high dependence on animal-based foods is a very tough task. We wanted to take up this challenge and come up with ways to influence human behavior through social marketing or marketing that is aimed at achieving broader social benefits.

What is the most notable feedback from the research community that you received on this research?

We have received numerous invitations for participation in highly regarded academic forums, such as conferences and journals, as well as possibilities for further collaboration. These publications have also strengthened our ability to apply for research funding. The comments from assessors describe us as key leaders in the field, bringing extensive knowledge of food sustainability, and as the drivers for change in this area. Probably the best recognition we have received is from younger and aspiring researchers who approach us saying, “I am a big fan of your work.”

What do you attribute to your publication’s success?

The topic of the book is extremely important. Research shows that people in developed countries are consuming too much meat and other animal-based foods, which is not good for the ecological state of the planet, climate change, or human health. The book explores the power of social marketing to influence such unnecessary and dangerous consumption. It also explains the roots of our obsession with these foods and the health and environmental consequences. We were able to put together a powerful collection of views through the work of 41 contributors from 14 countries across the globe.

What influenced you to apply your publication Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, as well as Dr. Raphaely and Dr. Marinova’s previous publication, Impact of Meat Consumption on Health and Environmental Sustainability, for multiple book awards?

The Gourmand Awards (which awarded Impact of Meat Consumption on Health and Environmental Sustainability World’s Best Book in 2016) organizers invited us to apply after canvassing 10,000 books in the area of food. For the Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, we wanted to apply for a mainstream marketing award as we were convinced that the book was of high quality and on a highly important topic with an approach that was not previously explored.

What attracted you to publish with IGI Global?

IGI Global’s quick responses and expedient processes attracted us. The publisher has also been flexible with allowing us to use convenient ways to communicate with our book contributors while maintaining the highest academic standards. It continues the high-quality academic publishing tradition while constantly being at the forefront of best practices in publishing.

What additional opportunities do you see for your publication and research?

We are constantly applying for research funding. Much more work needs to be done with appropriate interventions and designing appropriate strategies to achieve environmental and human health co-benefits. Our work preceded major publications, such as the EAT-Lancet Commission’s report on a planetary diet. The scientific evidence is clear: all models show that we have reached, and in some cases exceeded, the limits of this planet. Many calls are also being made about the exploitation of sentient non-human beings. We are committed to taking this research area to the level where we can demonstrate how change can occur, as we have the excellent basis through the publishing work with IGI Global we have already done. Dissemination and communication of knowledge are essential in building awareness and creating change.

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