Cutting down or eating up: Examining meat consumption, reduction, and sustainable food beliefs, attitudes, and behaviors

In response to health, environmental, ethical, and cost concerns, growing numbers of individuals are reducing their meat consumption. However, while people are now subscribing to “flexitarian” or reduced-meat diets, these flexitarian and more “traditional” omnivore diets are usually not well defined. Using an online survey, this research examined the attitudinal and behavioral differences between meat eaters, meat reducers, and occasional meat eaters in terms of their meat consumption (consumption frequency of red and white meat, fish, and meat substitutes) and their reasons for and against meat reduction. We also investigated respondents’ attachment to eating red and chicken meat and their healthy and sustainable food beliefs, attitudes, and behaviors as well as attitudes towards future foods. Our findings suggest lamb and pork consumption was the only factor that differed significantly between meat eaters, meat reducers, and occasional meat eaters, while beef and chicken was consumed similarly by meat eaters and reducers, suggesting this may be more difficult to reduce. There were differences in motivations to eat meat between the dietary groups, but little difference between these groups regarding their reasons for meat reduction. We also found significant differences in attitudes toward future foods such as plant-based substitutes, fortified foods, and cultured meat with meat reducers compared to meat eaters finding these options more appealing. A comprehensive and specific understanding of meat consumption and reduction preferences, attitudes, and beliefs is important for providing segmented marketing and social marketing strategies aimed at encouraging more sustainable and healthy food behaviors.