Reducing Meat Consumption Research Articles

Sustainability requires the integration of farmer knowledge, scientific advancements, and comprehensive innovation.

This viewpoint paper emphasises the need to diversify food production methods to simultaneously combat hunger and reduce environmental problems. The recommendations of the UN Food System Summit 2021 relate primarily to (i) the conservation of natural ecosystems, (ii) the sustainable management of existing agricultural land while increasing productivity and (iii) the restoration of already degraded land. Europe in particular faces unique challenges, such as reducing pollution and promoting organic farming up to 25 percent of the agricultural land area while maintaining food production. Ongoing efforts aim to create a transparent, fair and multi-level regulatory framework to support the Green Deal. The implementation of the Corporate Sustainability Reporting Directive (CSRD), which will sooner or later affect a larger proportion of European farmers, should support the transition. Science and innovation play a central role in this, as they are the cornerstones on which sustainable food systems are built. It is imperative that farmers actively participate in the co-design processes and utilise their wealth of experience and creativity to drive these innovations forward. A crucial aspect of the transition to sustainability is changing consumption patterns to limit food waste and reduce meat consumption. While this transition is essential, it is not without its formidable challenges. Diversification of agriculture, encompassing a spectrum of established techniques, is touted as a promising approach to achieving sustainability without sacrificing productivity. Furthermore, integrating truly sustainable agricultural practices with cutting-edge innovations, including new genomic techniques, has the potential to be a transformative solution.

Young Flexitarians: An Insight into Barriers and Facilitators Related to Capability, Opportunity, and Motivation for Meat Reduction

In recent decades, meat consumption has faced growing scrutiny from an environmental, health, and animal welfare perspective. As a result, reducing meat consumption has emerged as an important strategy to mitigate its negative effects. Flexitarians, a growing group of meat reducers, have attracted attention for potentially shaping future dietary trends. This study uses a qualitative approach and draws on 15 in-depth interviews with young flexitarians in Slovenia (YFS) to identify the main facilitators and barriers to meat reduction by exploring their motivations, capabilities, and opportunities as described in the COM-B behavioral model. This study fills the gap in studies on flexitarians using the COM-B model by looking at capabilities and opportunities, not solely motives. In addition, it fills the gap in qualitative in-depth studies on all three COM-B categories, as well as a gap in studies conducted outside northwest Europe and other primarily western geographical contexts. This study highlights important findings for the central and eastern European context that industry and governments should consider when developing behavior change strategies for healthy, sustainable diets. This study shows that strong rural family ties and limited access to meat alternatives are the major barriers to meat reduction in Slovenia. The YFS preferred whole, unprocessed foods (legumes, vegetables, grains) over processed meat alternatives and reduced their meat consumption primarily for health and environmental reasons, relying on social support from peers and information from popular documentaries and social media influencers.

Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake.

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults (n = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians (n = 286). Our findings reveal two distinct groups of flexitarians: ethical (n1 = 140) and utilitarian (n2 = 148). Utilitarian flexitarians exhibit a stronger preference for meat (t(284)= -15.180, p < 0.001), greater food neophobia (t(284) = -4.785, p < 0.001), and lower environmental awareness (t(284) = 7.486, p < 0.001) compared to Ethical flexitarians. The Ethical group, predominantly female (χ2(1) = 13.366, p < 0.001), demonstrates higher life satisfaction (t(284) = 5.485, p < 0.001), better health perceptions (t(284) = 5.127, p < 0.001), and stronger beliefs in reducing meat consumption (t(284) = -8.968, p < 0.001). Additionally, Ethical flexitarians hold more positive views on plant-based meat, perceiving it as healthier (t(284) = 4.326, p < 0.001) and more ethical (t(284) = 4.942, p < 0.001), and show a greater willingness to adopt it (t(284) = 7.623, p < 0.001). While both groups possess similar knowledge and willingness regarding cultured meat and insects, Ethical flexitarians view cultured meat more favourably (t(250.976) = 2.964, p = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.

Masculinizing plant-based diets as an appeal for dietary change among men

A significant body of research suggests that traditional masculine beliefs act as a barrier to reducing meat consumption and transitioning to a more ethical and sustainable food system. Here, we report a pre-registered experiment examining whether men who eat meat are more open to adopting plant-based diets when these diets are associated with traditional models of masculinity. A total of 1069 men who eat meat were randomly assigned to one of four conditions: a social media post with a plant-based meal featuring a male entrepreneur or a male bodybuilder (two experimental conditions), a social media post with a plant-based meal without a masculine model (social media post control condition), or a condition without any stimuli (no-information control condition). Both the entrepreneur and the bodybuilder were perceived as highly masculine, but these experimental conditions did not significantly affect participants’ perceived fit between plant-based eating and masculinity, nor did they affect tendencies to justify eating meat as necessary, attitudes toward plant-based diets, or willingness to adopt a plant-based diet. Nevertheless, the results supported previous research findings indicating that men who strongly identify as meat-eaters and those who consume more meat tend to perceive themselves as more masculine, feel more pressure from societal expectations to eat meat, justify meat-eating more strongly, view plant-based diets as less masculine, and are more negative about and less willing to adopt plant-based diets. Our findings raise questions about the “masculinization” of plant-based diets as a strategy for promoting dietary change among men.

Meat and dairy consumption in Scottish adults: insights from a national survey.

Reducing meat and dairy consumption has been advocated for environmental benefits. This study aimed to better understand meat and dairy consumption in a population with high intakes. Dietary data were obtained from up to two online 24-h dietary recalls of adults (≥16 years) in the 2021 Scottish Health Survey, a nationally representative, repeated cross-sectional survey. The contribution of food groups to meat and dairy intake and the nutritional contributions of meat and milk products to intake of 28 nutrients were examined. Weighted mean (95% confidence interval [CI]) daily intakes were reported per capita, overall, and by demographic subgroups (age, gender and Scottish Index of Multiple Deprivation). Mean daily intakes of total meat and dairy were 80.4 g (95% CI 77.1-83.7) and 238.6 g (95% CI 228.9-248.3) per capita, respectively. Chicken dishes, beef dishes and sandwiches were the primary contributors to meat intake, together accounting for 56.1% of meat consumed. Liquid milk accounted for 63.4% of the dairy consumed. Meat products were an important source of selenium and zinc (accounting for 26% and 25% of intake, respectively), whereas milk products were an important source of calcium (34%), iodine (38%) and vitamin A (25%). Although meat and dairy consumption in Scotland is high, a number of food groups contributed to meat intake, providing several opportunities to target for a reduction in line with climate change ambitions. However, careful attention is required for replacements to ensure Scottish diets are nutritionally adequate.

The Veg∗n Eating Motives Inventory Plus (VEMI+): A measure of health, environment, animal rights, disgust, social, pandemic and zoonotic diseases, and farm workers’ rights motives

Health, environmental concern, and animal rights are established motives for reduced meat consumption that can be measured by the Vegetarian Eating Motives Inventory (VEMI). This preregistered study aimed to expand the VEMI to include four less-studied motives: disgust, social, concern about zoonotic diseases and pandemics, and concern for workers' rights. We had three objectives: to combine the seven motives into a comprehensive model, to test if the VEMI+ scales function equivalently across omnivore and vegan groups, and to validate and differentiate these motives against external measures and meat reduction appeals. In samples of 731 omnivores and 731 vegans (total N = 1,462), we found support for the measurement invariance of a seven-factor structure across groups and created a scale with reliable measures for each dimension (ω total between 0.82 and 0.97). Vegans scored higher overall, with substantially higher scores on environmental concern, animal rights, disgust, and zoonotic disease concerns, while omnivores had slightly higher scores on health, social, and workers’ rights scales. Scale scores had expected correlations with criterion measures and differentially predicted support for motive-tailored appeals. This study enhances our understanding of dietary motivations and provides a valuable tool for future research.

Introducing menus of three weekly insect- or plant-based dinner meals slightly reduced meat consumption in Danish families: Results of a randomized intervention study

The environmental concerns associated with excess meat consumption have emphasized the need for sustainable alternatives. Edible insects offer a promising alternative due to their environmental efficiency and nutritious profile, but their widespread adoption in Western diets remains a challenge. The objective of the study was to investigate the impact of exposing families (parents and children) to insect-based or plant-based dinner menus on dietary pattern, meat intake, and protein intake over a six-week intervention period. The study was a two-arm randomized equivalence trial comparing an insect-based menu to a plant-based control. Families received either an insect or plant-based menu to replace meat in dinner meals three times a week for six weeks, aiming to replace 20% of their meat protein intake. Dietary changes were assessed through dietary registrations and daily questionnaires. Both adults and children maintained their estimated daily total protein intake, while reducing daily meat protein intake. Neither group met the 20% weekly meat replacement goal. In the insect-based menu group, adults and children reached an average 5.5% and 2.3% weekly meat replacement, respectively. In the plant-based menu group, adults and children replaced 9.0% and 4.3%, respectively. Meat attachment had an effect on meat protein intake. The menus slightly reduced meat protein intake. The weekly frequency of meat meals slightly declined, but portions remained the same. By enhancing insect and plant-based food quality and understanding consumer behavior, insect- and plant-based products have the potential to be a complementary alternative in a sustainable dietary transition without sacrificing nutrition. Clinical trial registryClinicalTrials.gov: NCT05156853; clinicaltrials. gov/study/NCT05156853.

A review of policy levers to reduce meat production and consumption

It is increasingly apparent that we require a substantial reduction in animal production and consumption for the sake of the environment and public health. In this paper, we conducted a systematic review to explore the policy levers available for governments to reduce animal farming and the consumption of meat. The policy levers generated by the review are categorised by four main types of interventions: Financial measures, Command- and-control, Informational, and Behavioural. First, we explore four financial measures: taxes on meat is the most-studied intervention, and the least publicly accepted in polling, sometimes being implemented indirectly via measures such as carbon taxes or rescinding VAT exemptions; subsidies for animal product alternatives are considered as a more publicly acceptable alternative approach, and would reduce long-term demand for meat by making alternatives more competitive; agricultural carbon trading schemes are discussed, and may represent a politically feasible way to hold livestock producers accountable for negative externalities; and buyouts of animal farms can be an impactful way to compensate producers to leave the industry, but must be done with care to avoid unintended social and market consequences. Second, we explore two command-and-control measures: regulating animal production with standards such as animal welfare requirements and health and safety rights for agricultural workers is amongst the most well-supported policies, and is an impactful way to ensure minimum standards of production are met; however, restrictions on animal consumption, such as meat–free days in public catering, are less publicly accepted. Third, we discuss three informational measures: food product labels, such as animal welfare or environmental impact labels, fulfil consumers’ expectations to have this information, and although there is limited evidence that they impact consumer behaviour directly, such labels may nonetheless incentivise producers to competitively improve; likewise, national dietary guidelines appear to have little direct impact on food choices, but can impact other institutions such as schools and medical institutions; policies on information campaigns can help or hurt meat reduction efforts, with some jurisdictions prohibiting meat advertisements, while others spend millions on campaigns to promote meat consumption. Fourth, we explore a range of behavioural measures which could be implemented in public catering settings and/or incentivised in food service, including presentation and positioning of meat- and plant-based dishes, and altering the food options on offer – we find that adding more high-quality plant-based options to menus and presenting these options as the default wherever the format allows are highly impactful and tractable behavioural policies that could reduce meat consumption. Informational and behavioural measures can complement traditional fiscal and command-and-control measures to reduce animal production and consumption. We discuss the implications for researchers and policymakers.

Evidence on the Effectiveness-Acceptance Trade-Off Between Forced Active Choice and Default Nudging: A Field Study to Reduce Meat Consumption in Cafeterias

Overconsumption of meat remains common in Western diets. In a cafeteria setting, we assessed the impact of two interventions on reducing meat consumption: forced active choice (explicitly choosing meat portion size) and default nudge (offering a reduced meat portion with an opt-out option). Our field study, involving 5,966 food choices and feedback from 125 cafeteria users, revealed both interventions were effective and perceived as ethical. Across 11 meat dishes, both interventions increased the selection of reduced meat portions. Notably, the default nudge had a more substantial impact, with 90.6% opting for reduced portions compared to 38.5% for active choice. Interestingly, gender differences are most pronounced during the active choice phase and reduced through a default condition. We predict that in biased food choice environments where one option is clearly favored, differences in food choices influenced by socio-demographic factors are likely to diminish.

The chicken or the egg? Spillover between private climate action and climate policy support

People engage in many different activities with climate consequences, including mundane everyday activities, such as eating meals and either saving or throwing away leftovers, and collective actions, such as voting, participating in political events and in other ways expressing support for or resistance against climate-relevant policy. Does engaging in everyday climate-relevant activities have implications for support of climate policy, and vice versa, as suggested by research on pro-environmental behavioural spillover? A repeated survey was collected yearly between 2018 and 2022 from representative samples of Norwegians, most of whom participated in more than one survey. The surveys included self-reports about two everyday climate-relevant behaviours (eating red meat and discarding food waste) and the support for two types of policy to mitigate climate change (expansion of wind power and “carbon taxes” – the use of taxes or fees to regulate climate-relevant behaviour). Cross-lagged structural equation modelling of relationships between everyday climate-relevant behaviour and support for mitigation policy reveal that, as expected, all auto-regressive effects (of a latent variable on itself, measured one year apart) are highly significant. There are also significant, positive cross-lagged (i.e., spillover) effects, which are generally bigger between the two types of everyday behaviours and support for the two types of policies than between everyday behaviour and policy support. However, support for carbon taxes has a strong positive effect on reducing meat consumption. Hence, it appears that when it comes to climate actions, consumer and citizen roles are intertwined. Spillover effects are partly mediated through climate concern.

Reanalysis of “A longitudinal study of meat reduction over time in the UK”

Bryant et al.’s longitudinal study investigated causes of meat and animal product reduction. While their study design had important strengths, the analysis had significant problems that preclude interpreting the estimates as causal effects or even as meaningful associations. Our reanalysis of this study resolves the statistical issues by using standard causal inference methods for longitudinal studies. Our findings sometimes corroborated those of Bryant et al., but at other times diverged. In contrast to Bryant et al.’s findings, our analyses indicate that increased motivation to reduce meat consumption is associated with lower actual consumption of animal products. This result diverges from Bryant et al.’s surprising finding that motivation to decrease consumption was associated with increased rather than decreased animal product consumption. Additionally, our results suggest that consuming plant-based alternatives and perhaps also handling raw meat were associated with changes in plant-based dietary behavior and ideation. Several other findings corroborated those in the original analysis. We commend Bryant et al.’s study design and appreciate their exceptional support for our performing this reanalysis.

Perspectives on healthcare decarbonization through plant-rich dietary shifts: cases from the US, Austria and Taiwan

The reduction of meat consumption in health systems is a high-impact pathway for healthcare decarbonization. Effects including changes in greenhouse gas emissions are rarely calculated following interventions, such as the implementation of plant-forward menus in hospitals, and the results of these changes are rarely published in peer-reviewed literature. In this perspective, we discuss the decarbonization outcomes of plant-rich dietary shifts across five health systems worldwide, gathered from peer-reviewed and gray literature. In each case, the implementation of a plant-rich approach reduced food-related greenhouse gas emissions. Health co-benefits are also commonly reported. The measurement of greenhouse gas emissions of plant-rich dietary shifts in future health system interventions is encouraged, with the results published in peer-reviewed journals.

Global sustainability scenarios lead to regionally different outcomes for terrestrial biodiversity

Abstract Mitigating climate change (CC) and reversing biodiversity decline are urgent and interconnected global priorities. Strategies to address both crises must consider the relationships, synergies and trade-offs between key response measures, including sustainable production and consumption patterns, protected areas (PAs) and climate mitigation policy (CP). In this paper, we review a large set of scenarios (n = 96) from the Integrated Model to Assess the Global Environment (IMAGE) describing future development of land use, greenhouse gas emissions and their impact on CC and biodiversity. We calculate the global mean temperature increase (GMTI) and the Mean Species Abundance (MSA) of plants, a metric indicative of local terrestrial biodiversity intactness. The set includes scenarios with and without specific CP to address CC, PA for biodiversity and demand and supply sustainability measures such as increased energy efficiency and reduced meat consumption. Our findings indicate that scenarios with integrated measures can prevent biodiversity loss at the global scale, yet with clear regional differences. By 2050, 15 out of 30 (50%) scenarios with at least 30% of global land as PAs show positive MSA changes in grasslands and tropical non-forests (Grass &amp; TnF), but only 1 (3%) does so in tropical forests (TF). We demonstrate that pasture and food/feed crops are the main drivers of MSA loss in Grass &amp; TnF and that scenarios with high levels of PAs prevent land conversion and increase biodiversity. By 2100, 28 out of 46 (60%) scenarios with mitigation measures to restrict CC to 2 °C or less in 2100 result in positive MSA changes in TF, but only 13 (28%) do so in Grass &amp; TnF, reflecting the larger impacts of land use change in the latter region. These results underscore the importance of time and regionally-tailored approaches to address the biodiversity and CC crises.

Knowledge and Opinions About Sustainable Nutrition and the Factors Associated With Sustainable and Healthy Eating Behaviors in Adults

Introduction.The aim of this study was to assess the knowledge and opinions about sustainable nutrition and the factors associated with sustainable and healthy eating behaviors among individuals aged 18 to 65 years. Methods. An online cross-sectional survey-based study included analysis of demographic and anthropometric characteristics, participants’ knowledge and opinions about sustainable nutrition, and their scores on the Sustainable and Healthy Eating Behaviors (SHEB) Scale. The snowball sampling method was used. Results. The study included 3,037 adults with a mean age of 25.62 ± 9.66 years. Participants scored highest on the factors of healthy and balanced nutrition and low fat, and lowest on the factors of local food and reducing meat consumption. The SHEB Scale scores for women (4.04 ± 1.12) were higher compared to men (3.83 ± 1.21) (p &lt; 0.001). A significant association was identified between age and SHEB Scale scores (OR=1.01, 95% CI 1.01-1.03), with no association observed with body mass index. Women were more likely to display sustainable and healthy eating behaviors compared to men (OR=1.45 95% CI 1.23-1.71), as were married participants compared to single participants (OR=1.87 95% CI 1.54-2.27). Conclusions. The results of this study indicate that sustainable nutrition is not well understood among adults. Advancing age, female gender, and being married were found to be associated with higher scores on the SHEB Scale.

Behavioural Factors Influencing Consumer Acceptance of Sustainable Healthy Food: A Review and Research Agenda

ABSTRACTHuman and planetary health goals have coalesced within consumer food choices. Food‐based dietary guidelines provide expert recommendations on what to eat, however, adherence is low and few include sustainability recommendations. This systematic review sought to extract consumer behavioural findings specifically related to ‘healthy sustainable diets’ to gain insights into the levers of food‐related behavioural change. Data analysed from 57 studies reveal that while 27 discrete behavioural theories underpinned conceptualisation of research, just three dominate this literature: Theory of Planned Behaviour, Transtheoretical Model and Social Practice Theory. Correspondingly, studies were mainly concerned with motivation, attitudes, intentions and practices. Promising research directions are emerging from investigations into the roles of emotions, meat attachment and types of knowledge. Those sustainable healthy food behaviours (SuHeFB) most investigated were meat consumption reduction, plant‐based food consumption, and alternative‐to‐animal protein food product acceptance. In addressing the perplexity surrounding consumer inertia in altering dietary habits, this review provides a comprehensive SuHeFB construct typology and a justification for directing research attention towards the phenomenon of amotivation. In addition, 31 future research questions are posited under six related SuHeFB themes.

Meat consumption and incident type 2 diabetes: an individual-participant federated meta-analysis of 1·97 million adults with 100 000 incident cases from 31 cohorts in 20 countries

Meat consumption could increase the risk of type 2 diabetes. However, evidence is largely based on studies of European and North American populations, with heterogeneous analysis strategies and a greater focus on red meat than on poultry. We aimed to investigate the associations of unprocessed red meat, processed meat, and poultry consumption with type 2 diabetes using data from worldwide cohorts and harmonised analytical approaches. This individual-participant federated meta-analysis involved data from 31 cohorts participating in the InterConnect project. Cohorts were from the region of the Americas (n=12) and the Eastern Mediterranean (n=2), European (n=9), South-East Asia (n=1), and Western Pacific (n=7) regions. Access to individual-participant data was provided by each cohort; participants were eligible for inclusion if they were aged 18 years or older and had available data on dietary consumption and incident type 2 diabetes and were excluded if they had a diagnosis of any type of diabetes at baseline or missing data. Cohort-specific hazard ratios (HRs) and 95% CIs were estimated for each meat type, adjusted for potential confounders (including BMI), and pooled using a random-effects meta-analysis, with meta-regression to investigate potential sources of heterogeneity. Among 1 966 444 adults eligible for participation, 107 271 incident cases of type 2 diabetes were identified during a median follow-up of 10 (IQR 7-15) years. Median meat consumption across cohorts was 0-110 g/day for unprocessed red meat, 0-49 g/day for processed meat, and 0-72 g/day for poultry. Greater consumption of each of the three types of meat was associated with increased incidence of type 2 diabetes, with HRs of 1·10 (95% CI 1·06-1·15) per 100 g/day of unprocessed red meat (I2=61%), 1·15 (1·11-1·20) per 50 g/day of processed meat (I2=59%), and 1·08 (1·02-1·14) per 100 g/day of poultry (I2=68%). Positive associations between meat consumption and type 2 diabetes were observed in North America and in the European and Western Pacific regions; the CIs were wide in other regions. We found no evidence that the heterogeneity was explained by age, sex, or BMI. The findings for poultry consumption were weaker under alternative modelling assumptions. Replacing processed meat with unprocessed red meat or poultry was associated with a lower incidence of type 2 diabetes. The consumption of meat, particularly processed meat and unprocessed red meat, is a risk factor for developing type 2 diabetes across populations. These findings highlight the importance of reducing meat consumption for public health and should inform dietary guidelines. The EU, the Medical Research Council, and the National Institute of Health Research Cambridge Biomedical Research Centre.

Reducing meat consumption in restaurants: Exploring the default mechanism in a surprise menu, combined with effort and price incentives

Default options can be effective behavioural nudges in various contexts. Re-designing restaurant menus with vegetarian options as the default can be a promising route to reduce meat consumption. However, it is not yet clear whether the default also works when customers do not know what specific menu items they receive, as is the case in surprise menus. Furthermore, we question whether the effectiveness of a vegetarian default on an individual's choice for a vegetarian dish can be further strengthened when the default mechanism is deployed together with other strong intervention mechanisms: price incentives and imposed effort.In a real-life field experiment, we tested the effectiveness of the default for a Chef's Menu where consumers only know that the dish is vegetarian or that it contains meat or fish. Moreover, we tested the effect of the default together with either a supplemental price needed to be paid for the meat option, or an increase in the effort to switch to the alternative meat options (making them less easy to order compared to the vegetarian option). Analyses of the sales data show that significantly more vegetarian options were ordered in the weeks that the vegetarian dish was the default. However, neither the price incentive nor the increased effort seemed to strengthen the original default effects. The current study shows the strength of a default intervention, also in the case of a surprise menu, and provides insights for practitioners to maximize the effectiveness of a default.

Heroes and Villains: Message Frames, Gender, and Meat Attachment as Predictors of Meat Reduction Intentions

ABSTRACT This exploratory study assessed the role of message framing for predicting future intentions to reduce meat consumption. Participants (n = 376) completed a questionnaire assessing eating habits and personal attachment to meat. Individuals were then randomly exposed to four separate framing conditions. Operationalized as Public Service Announcement-style advertisements, participants were informed of the inhumane conditions of the meat and dairy industry. These advertisements were tailored to examine the role of perceived gains (benefits of meat reduction) or losses (consequences of meat consumption) in one’s moral character. In addition to framing effects, variables such as gender and meat attachment were included to predict future meat reduction intentions. An analysis of covariance (ANCOVA) indicated that meat attachment reduced intentions to curb meat consumption. Controlling for meat attachment, main effects were present for framing condition. Gender and gain frames interacted to positively predict dietary intentions following message exposure. Women exposed to gain frames were more likely than men to report intentions to reduce meat intake in favor of plant-based options. However, no gender difference was present for participants exposed to loss frames, which had no effect on eating intentions regardless of gender. The discussion highlights the role of both gender and meat-eating identity coupled with situational factors (i.e., message frames) for reducing meat intake. Such insights offer opportunities for key stakeholders, such as policymakers and animal welfare advocates, to leverage these effects for dietary change.

Meat, plant-based or in-vitro salami: Explaining food product choice of Generation Y and Z in Germany through carnism and the core dimensions of the food-related lifestyle scale

The food industry contributes to negative consequences for the environment through animal husbandry. To provide more transparency to consumers, husbandry labels were introduced. In addition, many vegetarian/vegan meat alternatives are available on the market to reduce meat consumption. A new type of meat substitute is in vitro-meat, which is grown in the laboratory using stem cells. There is a gap in knowledge regarding social attitudes that influence customers to eat meat or meat substitutes. Carnism and the core dimensions of the food-related lifestyle scale were used to explain the perception of meat, plant-based meat, and in-vitro meat. The research gap was explored using a survey on salami. The results can be used in marketing and to understand the factors that contribute to Generation Y and Z ´ s choice to eat meat. Attendants could choose between products with different attributes, such as salami type, environment label, animal welfare label, origin label, and price. The survey shows that type of salami is the most important characteristic for consumer´s choice immediately before animal welfare label. Three segments were formed through latent class analysis that differed in their attitudes and the importance of attributes for their choices. The majority of Generation Y and Z in Germany prefer vegan meat over real meat, and in-vitro meat is more popular than beef or pork meat, although this is still unknown and not yet on the German market. Carnism and core dimensions of food-related lifestyle scale partly explain choice behavior, and are also guiding people choosing in-vitro meat.

Predictors of Meat Reduction: The Case of Slovenia.

Health, environmental, and animal advocacy organisations emphasise reducing or eliminating high meat consumption due to its adverse effects on health, sustainability, climate change, and animal welfare. Increasingly, people are deciding to reduce their meat consumption frequency. Our study aimed to examine predictors of meat reduction among Slovenian consumers, focusing on gender, age, partner and children status, size of residential settlement, socioeconomic status, and political orientation. We conducted a survey using non-probability sampling. We examined demographic, socioeconomic, and political predictors of individuals' self-assessed intent to reduce meat consumption in the month following the survey. Additionally, we analysed respondents' meat reduction during the three years prior. A correlation analysis revealed that higher age and education levels were significantly positively correlated with meat reduction patterns. An ordinal logistic regression analysis indicated that age was the only significant predictor of meat reduction intentions and past behaviour. Our findings suggest that middle-aged and elderly individuals are more likely than younger adults to report meat reduction behaviours. Future public health interventions should tailor approaches to different age groups, and, in particular, target younger individuals. Educational campaigns should highlight the health and environmental benefits of reducing meat and animal product consumption, particularly in primary and secondary schools.