Reducing individual meat consumption: An integrated phase model approach

The aim of this study is to identify the factors involved in reducing meat consumption. Meat consumption is a major contributor to greenhouse gas (GHG) emissions and thus to climate change. Since meat consumption is a voluntary form of behavior, and since only 1.4 percent of the Swiss population are strict vegetarians, there is considerable potential for behavioral change. We propose an integrated and dynamic model based on a theory of planned behavior and a phase model of behavioral change to identify the factors involved in encouraging behavioral change and to discuss their practical implications. Our findings, based on a representative survey applying a multi-nominal logit approach, suggest that it is mainly attitude, perceived behavioral control, personal norms and problem-awareness that have significant impacts on the phase an individual has reached in a process of behavioral change (pre-decision, pre-action, action and post-action). The theoretical, empirical and practical implications discussed here will increase our understanding of the effectiveness of interventions aimed at reducing meat consumption. This should aid public authorities, policy-makers and marketing professionals in deciding how to promote a meat-reduced diet by choosing the most promising factors for behavioral change.     

Innovations and trends in meat consumption: An application of the Delphi method in Spain

The meat sector in Spain is an important industry. However, traditional consumption is changing as a result of the country's economic crisis and the new structure of households. The objective of the present study was to identify trends in meat consumption in Spain extrapolated to 2016, and the main innovations that should be of interest to firms in the sector. The study was conducted in 2011 using the Delphi method with the participation of 26 experts. The results showed that, while the demand for meat will not vary significantly in amount, it will do so in composition, with chicken replacing beef as the meat of most importance in the shopping basket. In addition, significant growth is expected in certified meat, but the demand for organic meat will not take off. Neither will there be no significant changes in end purchase formats, but there will be a clear trend in consumers' purchasing decision criteria away from price, external appearance and origin towards quality certification and the attributes of the packaging. With respect to end purchase channels, the experts estimate that the current trend will be accentuated with increasing market share for large supermarkets and major distribution brands.     

Diversifying meat consumption patterns: consumers' self-reported past behaviour and intentions for change

This study analysed meat consumption patterns among Finnish consumers, considering both stated past changes and intended future changes. Consumer segments with different patterns of and reasons for change were identified. Latent class analysis revealed six consumer clusters that formed three major cluster blocks. The first block, comprising 48% of the consumers, had established consumption patterns and no intentions to change them. In the second block, with 13% of the consumers, consumption patterns had already shifted towards more vegetables and less meat. The third block, with 39% of the consumers, was identified to be in the middle of a change with a general tendency to reduce the use of meat and increase the use of vegetables. Although the environmental effects of meat and animal welfare issues were important reasons for change in some clusters, healthiness was the most salient stated reason for changing consumption habits.     

Reducing meat consumption in meat-loving Denmark: Exploring willingness,behavior, barriers and drivers

Lower meat consumption benefits public health and the environment. This study examined public willingness to reduce meat consumption in Denmark, and the drivers and barriers involved. An online survey (n = 1005), representative of the Danish population, carried out in 2019 measured meat dietary habits and willingness to reduce meat intake using the Stages of Change model, and barriers to, and drivers of, reduction. Approximately 3.5% of those surveyed did not eat meat (vegetarians/vegans), 57% had no intention to reduce their meat intake (with 5% planning to increase it). About 11.5% intended to reduce, and 27.5% had already reduced their meat intake (a slightly higher share than previously observed). Importantly, those stating that they had already reduced also ate significantly fewer meals with meat than those with no intention or an intention only. Drivers of meat reduction included awareness of the climate impact of meat and social networks containing meat reducers and avoiders. Barriers included food neophobia, identity incongruence, habitual behavior and practical difficulties. Strategies should focus on meat reduction, not exclusion, as completely removing meat from the diet was unpopular. As barriers and drivers differed with stage, we call for specialized campaigns. Consumers not intending to reduce meat intake could potentially be persuaded by climate awareness campaigns, and by promotion of small adaptations to familiar meals. Consumers intending to reduce meat intake may be prompted to do so by health awareness campaigns, changes to the choice architecture and increased availability of meatless meals.     

Perceptions about meat reducers: Results from two UK studies exploring personality impressions and perceived group membership

Current levels of meat consumption pose a significant threat to human, animal, and planetary wellbeing, presenting an urgent need for widespread reduction in meat eating behaviour. Changing meat-rich diets is difficult. However, a growing number of individuals, termed Meat Reducers (MRs), are actively reducing their meat intake and offer a potential strategy to shift meat-rich diets using social influence. Social influence significantly affects eating behaviours, and is strongest when individuals or groups are perceived as aspirational or positive. Therefore, across two studies a free association task and vignettes were used to assess social representations, perceived personality traits, and perceived group membership about meat reducers, compared to vegetarians and habitual meat consumers. Results indicate that MRs are perceived positively and, for some traits, more positively than vegetarians and habitual meat consumers. These results confirm that MRs are an appropriate referent group for use in future social influence-based interventions aiming to reduce meat intake. This will become incrementally important as the mounting environmental and health crises add urgency to the need to reduce meat eating.