Abstract

This research aims to explore students’ knowledge about the impact of red meat consumption on health and the natural environment and examine the potential effect of using health and environmental warning messages on reducing red meat consumption. This research used the qualitative descriptive method, collecting data among university students in Jordan. It included five focus group sessions with ten students from three Jordanian universities in each session. All sessions were audio-recorded, transcribed, coded, and analyzed using NVIVO 12. The research results revealed that most students lack sufficient knowledge about the impact of red meat consumption on health and the natural environment. The results also showed that health warning messages elicited higher Perceived Message effectiveness (PME) ratings than environmental ones. Accordingly, this study recommends that governments and policymakers focus on raising public awareness of the issue. Extra efforts must also target younger generations who are less concerned and not fully aware of the consequences of their consumption behavior on the natural environment. The novelty of this research establishes the context of highlighting the critical health and environmental risks associated with red meat consumption, using them as warning messages to improve students’ knowledge and potentially reduce their red meat consumption. Finally, educating society since childhood can create more aware and responsible individuals about their consumption behavior.

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