Determinants of meat consumption: Applying the expanded Theory of Planned Behaviour in Latvia

Meat consumption has come under scrutiny due to its significant ecological footprint. Understanding the determinants of meat consumption is crucial for designing effective interventions to promote sustainable diets. Thus, using results from the representative survey conducted in Latvia, in 2023 and by applying the factor analysis and generalized linear regression, this research aims to explore the most influential determinants of meat consumption behaviours within the framework of the extended Theory of Planned Behaviour. The results showed that the level of red and white meat consumption is rather equal and people eat meat in moderation. The regression analysis revealed that attitudes towards a sustainable diet together with information provision significantly and negatively influenced red and white meat consumption. Meanwhile, the interaction between the attitudes towards consequences of meat consumption and information provision insignificantly affected the frequency of these meats’ consumption. Referring to the social sphere, it negatively influenced the frequency of red meat consumption, but insignificantly white meat consumption. When considering the perceived behavioural control, it significantly and positively influenced meat consumption. According to socio-demographic variables, income level is the most important factor for white and red meat consumption. Gender insignificantly influenced the frequency of red meat consumption. Meanwhile, women were more linked to consuming white meat more frequently rather men. The impact of age was insignificant for both types of meat consumption. Therefore, this study provides valuable insights for policymakers, educators, and stakeholders aiming to promote sustainable dietary practices and reduce red and white meat consumption.