Checkoff Tracks Activist Groups’ Influence On Kids

Activist groups such as People for the Ethical Treatment of Animals (PETA) are affecting children’s meat-eating habits, according to research by the Pork Checkoff. One-third of respondents (ages 9-14) had heard of or visited the PETA website, and 53% of these children indicated that the web site/video had impacted their eating habits in some way.

The U.S. Pork Checkoff (managed by the National Pork Board) conducted four focus groups of children ages 9 to 14 throughout the United States and surveyed an additional 350 children online.

More than half of those surveyed had heard of “animal rights” organizations and almost one fourth of these children reported that these organizations have impacted their meat consumption in some way.

There was low awareness of PETA among the children, but it had a high impact on their meat consumption. One-third of respondents had heard of or visited the PETA website, petakids.com; of those who were familiar with PETA, one-third had seen a video about animal care or meat consumption. 53% said the web site/video impacted their meat eating habits.