Drivers of meat-reduced diets: applying the integrative model of behavioral prediction to isolate key salient beliefs

Abstract

ABSTRACT This study used the integrative model of behavioral prediction (IMBP) to isolate the critical salient beliefs influencing the intentions of meat-eating consumers to move to a meat-reduced diet (MRD). These salient beliefs can be exploited to promote the reduced consumption of meat-based food products, which has been cited as a critical focus for sustainable future diets. The research used a two-phase methodology by first conducting an elicitation study to identify the salient beliefs present in the population. Second, a population survey quantified the cognitive foundations of engaging in a meat-reduced diet. The results showed that the areas of cognition which most strongly predict whether someone intends to engage in an MRD were instrumental and experiential attitude and injunctive norms. The corresponding salient beliefs that influence behavioral intention to engage in a MRD were beliefs that MRDs would restrict food variety, require more time to prepare meals and result in a lack of protein. Awareness of these beliefs can inform the communication strategy used by stakeholders who are interested in promoting MRDs.