Examination of students' willingness to change behaviour regarding meat consumption

Abstract

The aim of this study was to assess the behaviour of Swiss students regarding meat consumption by analysing their current consumption habits, attitudes and knowledge, acceptance of meat alternatives and willingness to reduce meat intake. Data were collected through an online survey conducted in universities and universities of applied sciences among German- and French-speaking students in Switzerland (n = 498). By segmenting the student population using an adapted transtheoretical model of change, four distinct clusters were identified: passive (14.7%), curious (6%), awoken (44.7%) and active consumers (34.6%). The results provide a deeper insight into Swiss students' dietary patterns, attitudes and knowledge concerning the impact of meat consumption as along with concrete practical interventions to target the different clusters and initiate and promote behaviour change regarding meat consumption. The ideal recommendations depend on the current stage of behaviour change. However, to reduce meat consumption, policy makers need to set specific, quantifiable goals within defined time frames while involving a variety of stakeholders.