Project Grant 2227074

The National Science Foundation Division of Social and Economic Science awarded Oregon State University a $729,297 Project Grant under the Social, Behavioral, and Economic Sciences program (CFDA 47.075) to test an integrative model of the social-psychological drivers of participation in relational organizing and develop messaging interventions to encourage greater participation. Specifically, the researchers will survey the public to examine how personal norms, activist identity, attitudes, social perceptions, and efficacy beliefs influence willingness to engage in relational organizing around reducing meat consumption. Survey results will inform the design of online and field experiments testing messaging approaches to address key psychological factors. Field experiments partnering with an international NGO, local government, and private industry will track distribution of meatless meal vouchers as an indicator of effective relational organizing. The award supports advancing understanding and implementation of relational organizing, a promising grassroots approach for widespread pro-social and environmental outcomes.