Natalia Stachowiak

Thesis Title: Understanding the impact of parasocial relationships on meat reduction behaviours in young adults.

Eating behaviours are frequently examined at the individual level, yet food choices are deeply embedded within social and cultural contexts. Social group norms and the characteristics of one’s social environment play a central role in shaping dietary decisions. While meat-reduced diets offer significant health and environmental benefits, meat consumption remains the dominant norm. Understanding how social factors facilitate shifts towards reduced-meat lifestyles is therefore crucial. Social Network Analysis (SNA) has shown that food choices are influenced by interpersonal networks: strong ties such as family and close friends provide reassurance and trust for dietary change, whereas weak ties validate the perceived normality of meat-reduction behaviours. To date, these social influences have been examined primarily in offline contexts. However, the emergence of digital social environments has transformed how individuals form and maintain social connections. Social media has enabled parasocial relationships—one-sided emotional bonds with influencers—known to affect eating behaviours .

My thesis investigates the role of parasocial relationships in shaping young adults’ meat-reduction decisions. Specifically, it explores: (1) the extent to which a parasocial relationship with a meat-reductionist influencer influences dietary change compared to non-parasocial relationships, and (2) whether these influences persist over time. A longitudinal SNA design will examine how parasocial and offline social networks affect meat-reduction behaviours across a four-year period.

Biography:

Originally from Poland, I completed my secondary education with a focus on economics before moving to England to pursue higher education. In 2021, I began my BSc (Hons) in Psychology at De Montfort University, graduating in 2024 with First Class honours. Throughout my undergraduate studies, I have developed an interest in cognitive psychology and eating behaviours. Working as a research assistant for three years, I contributed to projects examining how behavioural nudges can influence individuals’ willingness to try plant-based foods, deepening my understanding of the psychological and social factors that shape dietary decisions.

I am now undertaking the 1+3.5 ESRC DTP pathway, currently completing my MSc in Social Science Research. I am set to begin the PhD component of my training in 2026, where I will further explore social influences on eating behaviour, with a particular focus on the role of digital environments and parasocial relationships in shaping meat-reduction practices. My long-term aim is to contribute meaningful insights to the fields of health psychology, sustainability, and social network research, and to support evidence-based strategies that promote healthier and more environmentally conscious dietary choices.

De Montfort University

2025 Cohort

Email:

LinkedIn: https://www.linkedin.com/in/natalia-stachowiak-168958264/

Supervisors:

Prof Brian Brown

Dr Maxine Sharps

Dr Josef Toon