Reducing Meat Consumption Research Articles

Changing community climate change attitudes: Evidence from a community exhibit intervention

Engaging communities through exhibits displayed at community-oriented events is a longstanding practice in community activism that could prove valuable for shifting individual and collective behavior toward measures that can help reduce climate change. In this investigation we examined the effect of a climate change community exhibit that focused on four environmental issues: switching to electric vehicles, switching to community solar for residential electricity needs, reducing meat consumption, and supporting forest conservation and reforestation efforts. Participants from the greater Boston area (N = 125) were surveyed before and after attending the exhibit. Attending the exhibit increased participants' perceptions of how many members in their community engaged in action for each issue and how morally right community members thought addressing the issue was. Further, increases in how confident participants felt in engaging in the relevant actions, as well as in ease of engagement were also observed. Participants also expressed increased interest (albeit inconsistently so) in, and likelihood of, engaging in action for each issue. Across all issues, exposure to the exhibit also increased whether engaging in action was rated as an effective way to reduce climate change. Implications and future directions for interventions utilizing climate change exhibits are discussed.

Social network research and meat reduction – An overview of research directions and results from a study in Denmark

Reducing the current level of meat consumption would reap significant environmental benefits. However, a consumer transition towards more plant-rich eating is lagging, and the social sciences have had limited success in understanding behavioural change in this area. Here, we advocate a research agenda focussing on the role social networks could play in encouraging consumers to eat less meat. We present main research directions in social network theory and highlight the distinction between simple and complex behavioural domains of which food and eating practices are an example of the latter. To illustrate one way in which social network insights can contribute to meat reduction research, we then present results from a questionnaire-based study of Danish consumers. We examine the association between an individual's personal network and reduced meat consumption. In line with assumptions, we show that, for a complex domain such as food and eating practices, exposure from multiple network sources is central to behavioural adoption. However, multiple network exposure is predominantly important for the initial decision to eat less meat. A narrower network of personal contacts become more central during the implementation stage. We end by outlining future research directions for social network research regarding meat reduction.

In Healthy Pathways of Dietary Changes, a Very Rapid Reduction of Red Meat Is Possible, but Specific Diet Changes Are Required for Full Reduction—A Graph-Based Analysis

BackgroundAlthough reducing meat consumption is becoming increasingly popular in Western countries, such a transition to a sustainable diet may pose some nutritional risks. ObjectivesWe aim to analyze the pathways for reaching a low-meat healthy diet and the changes in other food categories needed to rapidly decrease total red meat consumption. MethodsWe used a recently developed method based on graph theory to represent all possible pathways of stepwise changes that avoid nutritional deficiencies toward a target healthy diet. Initial and target diets were defined as the daily consumption of 33 food groups. For each sex, 3 initial diets were taken from the French representative survey third individual and national study on food consumption survey as the mean observed diet and low (first quintile) and high (fifth quintile) meat consumption. Target diets were identified using multicriteria optimization to minimize the long-term health risk (HR) of chronic diseases while ensuring nutritional adequacy. The Dijkstra algorithm was used to identify the optimal pathways between the initial and target diets, with the aim of reducing meat consumption as quickly as possible and thus minimizing long-term HRs. ResultsUnprocessed red meat was easily minimized in the first steps of the pathways regardless of sex and initial level of meat consumption. However, processed meat could only be decreased later and required prior changes such as increases in fruit, vegetables, and oily fish. During total red meat minimization in females, securing adequate intakes of bioavailable iron had the most substantial impact on the other dietary changes needed. ConclusionsImmediate reduction of red meat consumption is possible on the pathway to a healthy diet that avoids any nutrient deficiency. However, early increases in fruit, vegetables, and fish are required before minimizing total red meat early in the diet.

The Role of Experiential Quality in a Vegetarian Restaurant from an Eco-Friendly Perspective

Adopting strategies to reduce meat consumption can help overcome environmental problems associated with meat-based diets, including water scarcity and pollution, soil erosion, and global hunger. Increasing vegetarian diets can result in significant environmental benefits and has been focused on as a way to mitigate environmental changes. Therefore, this study aimed to identify the antecedents affecting customers’ storytelling and subjective well-being in vegetarian restaurants from an eco-friendly perspective. For the surveyed vegetarian restaurants, the four most frequently used by restaurant consumers were selected through a pilot test. Data collection was conducted online through a research company, and a sample of Koreans who responded that visiting at least one of the four selected vegetarian restaurants was selected. Among the 297 questionnaires, a total of 262 valid questionnaires were used for analysis. As a result of the verification, among the respondents, the proportion of women was higher, and the number of individuals in their 20s and 30s who responded was higher than that of people in their 40s and 50s. Affective quality showed the greatest positive influence on experiential quality, followed by physical environmental quality and interaction quality. However, the effects of the outcome quality on the experiential quality were not significant. Additionally, experiential quality was found to have a positive effect on experiential satisfaction, and experiential satisfaction was found to have a positive effect on storytelling and subjective well-being. These results provide useful insights for enhancing customers’ storytelling and subjective well-being in vegetarian restaurants. The design and results of this study contribute to the literature on eco-friendly vegetarian restaurants in the food service industry through theoretical and practical implications.

Understanding the Meat-Masculinity Link: Traditional and Non-Traditional Masculine Norms Predicting Men’s Meat Consumption

ABSTRACT Conformity to masculinity ideology predicts men’s meat consumption and willingness to reduce their meat intake, but it is unknown which specific masculine norms account for these relationships. This study investigated which traditional and non-traditional masculine norms predict meat consumption, red and processed meat consumption, and willingness to reduce meat consumption in 557 Australian and English males. Men who support the use of physical violence and place high importance on sex ate more meat. Willingness to reduce was highest among men with gender egalitarian views. Targeting these specific masculine norms may be important for mitigating men’s overconsumption of meat.

Social impediments to meat-eaters’ adherence to critical calls for a meat-free diet: An experimental test of social norm and message source effects

Reducing meat consumption is highly effective for reducing personal carbon emissions, yet most people in Western nations still eat meat. We build on recent research highlighting that group boundaries may impede dietary change by (a) promoting pro-meat norms and (b) prohibiting critical calls for a veg* diet (vegetarian and vegan, i.e., meat-free). Past research relied on self-reports and behavioural measures of engagement, leaving open whether these effects extend to food consumption settings and ad-hoc meal choice. We conducted two pre-registered experiments in which meat-eaters read critical calls to adopt a veg* diet, either by a vegan (outgroup) or a meat-eater (ingroup). In Experiment 2, participants moreover read an article either highlighting a veg* or a meat-eating norm. We then assessed actual (Experiment 1) or hypothetical (Experiment 2) meal choice as dependent variables. As predicted, intergroup criticism (i.e., voiced by veg*s) consistently led to message rejection in comparison to the same criticism voiced by meat eaters, but we did not observe effects on meal choice. Norms neither had a main nor interaction effect on self-reports and behaviour. We discuss potential intermediary processes between engagement with and adoption of a vegan diet and derive evidence-based recommendations for constructive communication across group boundaries.

Predictors of Eating Less Meat and More Plant-Based Food in the Polish Sample.

The study aimed to identify predictors of the intention to eat less meat and more plant-based foods, including attitudes towards eating meat, habitual meat eating, subjective norms, and self-identity. A cross-sectional study using CAWI (Computer-Assisted Web Interview) was conducted in a group of 1003 Polish adults in 2023. To measure the predictor variables, the following tools were used: Beliefs and Eating Habits Questionnaire (KomPAN), Meat Attachment Questionnaire (MAQ), and scales to measure subjective norms and self-identity. Logistic regression analysis was used to verify associations between independent variables, and the intentions to eat more plant-based food and less meat next year were treated as dependent variables. More respondents were willing to increase their consumption of plant-based foods rather than reduce their meat consumption. The intention to consume less meat and more plant foods was more prevalent among women, older people (only intention to reduce meat consumption), and better-educated people (only intention to increase plant food consumption). Habitual frequency of eating plant foods, negative feelings about meat, and environmentally oriented identities had a stimulating effect on the intention to eat more plant foods and less meat, while experiencing pleasure in eating meat had a limiting effect on the intention to eat more plant foods and less meat. In addition, the habitual frequency of meat consumption and subjective norms reduced the likelihood of eating less meat, while no predictive effect was observed for the intention to eat more plant foods. In conclusion, educational and promotional activities to raise awareness of the link between food consumption and the environment can have a strong impact on eating less meat and more plant-based food, even among those strongly accustomed to meat consumption.

Environmental impact of the diet of young Portuguese and its relationship with adherence to the Mediterranean Diet

ObjectiveTo estimate, in a cohort of young Portuguese adults, the environmental impact (greenhouse gas (GHG) emissions, land use, energy used, acidification and potential eutrophication) of diet according to adherence to the Mediterranean Diet (MD).MethodsData from 1554 participants of the Epidemiologic Health Investigation of Teenagers in Porto (EPITeen) were analysed. Food intake and MD adherence were determined using validated questionnaires. The environmental impact was evaluated with the EAT-Lancet Commission tables, and the link between MD adherence and environmental impact was calculated using adjusted multivariate linear regression models.ResultsHigher adherence (high vs. low) to the MD was associated with lower environmental impact in terms of land use (7.8 vs. 8.5 m2, p = 0.002), potential acidification (57.8 vs. 62.4 g SO2-eq, p = 0.001) and eutrophication (21.7 vs. 23.5 g PO4-eq, p < 0.001). Energy use decreased only in the calorie-adjusted model (9689.5 vs. 10,265.9 kJ, p < 0.001), and GHG emissions were reduced only in a complementary model where fish consumption was eliminated (3035.3 vs. 3281.2 g CO2-eq, p < 0.001). Meat products had the greatest environmental impact for all five environmental factors analysed: 35.7% in GHG emissions, 60.9% in energy use, 72.8% in land use, 70% in acidification and 61.8% in eutrophication.ConclusionsHigher adherence to the MD is associated with lower environmental impact, particularly in terms of acidification, eutrophication, and land use. Reducing meat consumption can contribute to greater environmental sustainability.

Is More Organic Farming a Responsible Strategy? An Appeal for Responsible (Sustainably Intensive) Agriculture

In politics and society, organic farming is widely seen as the ideal way to address the many challenges facing agriculture and food security. In order to examine the extent to which this view is realistic, the impact of organic and conventional farming is compared on the basis of relevant criteria such as land requirements, greenhouse gas emissions, biodiversity, food quality, production and environmental costs, reduced meat consumption, the need for agricultural imports and the global expansion of arable land. Land is considered to be a central factor. Such a comprehensive analysis is necessary to assess the impact of different influencing factors and to provide important suggestions for targeted decision making. Although organic farming has a positive impact on land use in many ways, it quickly reaches its limits. The low yields and high production costs resulting from the limited choice of means of production make organic farming an unsuitable model for the future in a world with limited arable land, a high and growing demand for food, and low incomes for large sections of the population. It can, however, provide significant impetus and contribute important technological knowledge for the further development of agriculture as a whole to meet the complex objectives of sustainability, greenhouse gas mitigation, biodiversity and global food security by incorporating all available technologies. Based on this, a model for responsible, sustainable intensive agriculture is outlined and proposals for an eco-social framework to support this model are put forward.

Exploring Consumer Preferences and Challenges in Hybrid Meat Products: A Conjoint Analysis of Hotdogs.

Plant-based meat has been the primary strategy to reducing meat consumption. While this category has demonstrated success, with the market value estimated to reach USD 20 billion by 2023, the subsequent reduction in meat consumption has not been proportionate. An alternative approach is hybrid products, which are thought to produce products that more closely resemble meat products. However, whether consumers will be willing to purchase hybrid products remains uncertain. Therefore, the present study uses a conjoint analysis approach to assess the product features driving the selection of a hybrid hotdog. This approach uncovers factors driving consumers' purchase intentions for hybrid meat products when offered as a choice against 100% plant-based and 100% beef products. In an online survey, participants (n = 454; 45.6% female) were asked to select the product they would be most willing to purchase, varying in four characteristics: protein source, price, fat content, and price. Following this task, participants answered questions related to meat attachment, food neophobia, health, ecological, social, and moral motives regarding food consumption. The results revealed that protein source was the most important factor driving product selection, followed by price, fat, and packaging claims (35%, 24%, 21%, and 20% relative importance, respectively). In this study, hybrid hotdogs were the least preferred to beef and plant-based (-16, -2.5, and 18 part-worth utility, respectively). These product-specific attributes (protein, fat, and price) had distinct relationships with the choices of hybrid, plant-based, and hybrid hotdogs, with these factors together explaining slightly more variability in the selection of hybrid (9%) compared to plant-based (7%) and beef hotdogs (4%). For hybrid hotdogs, protein had the greatest influence (B = -1.2) followed by fat (B = -0.8) and price (B = -0.5). Interestingly, person-related parameters (health, meat attachment, ethics, and food neophobia) had no relationship with the selection of hybrid hotdogs, contrary to plant-based (7%) and beef hotdogs (5%). This influence of the different parameters on the selection of hybrid meat is thought to be due to the lack of consumer knowledge and familiarity with hybrid products. The current understanding of plant-based products may not correspond to hybrid products. Engaging with consumers during the development of these products is critical to ensure consumer acceptance and thus support the transition to a more sustainable diet.

Beyond gender: Exploring sexual orientation, race and motivations among Brazilian flexitarians

In this study, we analyzed 989 Brazilian individuals identified as flexitarians to explore the relationship between gender, sexual orientation, and meat consumption reduction behavior, while evaluating the impact of motivations driving individuals towards this dietary model. To achieve this goal, we tested the following hypotheses: women consume less meat than men; LGBT women consume less meat than heterosexual women; LGBT men consume less meat than heterosexual men; and women are more motivated by the environmental impact of meat. Our findings revealed that although gender significantly influences motivations, with women showing a greater influence from animal ethics, flexitarians of both genders exhibit similar meat consumption patterns. Neither sexual orientation nor gender influence meat reduction patterns among flexitarians. However, the race/ethnicity of white individuals is a predominant factor among those who reduce meat consumption the most. Consequently, we conclude that (i) the social theories applied to explain gender differences in meat exclusion behavior may not be the most suitable for explaining meat reduction behavior, and (ii) intersectional approaches are needed to investigate flexitarianism.

Why you shouldn’t serve meat at your next catered event

Much has been written about the ethics of eating meat. Far less has been said about the ethics of serving meat. In this paper I argue that we often shouldn’t serve meat, even if it is morally permissible for individuals to purchase and eat meat. Historically, the ethical conversation surrounding meat has been limited to individual diets, meat producers, and government actors. I argue that if we stop the conversation there, then the urgent moral problems associated with industrial animal agriculture will go unsolved. Instead, we must also consider the important but overlooked role that midsized institutions play in addressing major collective problems. I focus mostly on the harms that industrial animal agriculture inflicts on humans, animals, and the environment, but the discussion bears on other global issues like climate change. Institutional choices are an underexplored avenue for driving social change—their power and influence outstrip individual actions, and they can shape behavior in modest ways that promote social goods. Here I highlight the paradigmatic case of catered events and suggest three ways that institutional actors can reduce meat consumption and shape cultural attitudes surrounding meat: large impact decisions, subtly shaping incentives, and consolidating burdens.

From taste to purchase: Understanding the influence of sensory perceptions and informed tasting on plant-based product purchases - An extension of the theory of planned behavior

Although suggestions to shift towards plant-based diets have been proposed, and consumers have indicated their willingness to reduce meat consumption, there is a scarcity of research exploring consumers' attitudes and intentions regarding plant-based products. Therefore, this study analyses consumers’ hedonic sensory acceptance and its impact on the attitudes and predictors associated with purchasing intentions with regard to various plant-based products. Data were collected from 132 consumers using a validated questionnaire designed on the Qualtrics platform. Statistical package for the social sciences software was used to analyze the descriptive statistics relating to consumers' attitudes towards plant-based products, and partial least squares structural equation modeling was employed to identify the factors influencing their purchasing intentions. The results showed that consumers have tended to adopt moderate attitudes towards plant-based products. They rated their perceived behavioral control, subjective norms, and perceptions of the sensory characteristics of these products as high. However, they also reported only a moderate level of satisfaction after tasting the product. The results of the structural equation modelling analysis demonstrated that four factors significantly influenced consumers' intentions to purchase plant-based products: perceived behavioral control, sensory perceptions, attitude, and informed tasting. This study contributes to existing knowledge and provides empirical support for explaining the factors influencing Spanish consumers' decisions to purchase plant-based products. These findings have promising implications for the future sales of plant-based food products in Spain and other European countries.

The role of edible mushrooms in the Brazilian diet: a comprehensive analysis

Purpose This study aims to examine the role of edible mushrooms in the Brazilian diet, considering their strategic significance in meeting nutritional goals within sustainable development. Despite their potential in the nutrition of the Brazilian population, significant knowledge gaps still exist. To address this, the authors formulated this study into five main sections: the consumption of edible mushrooms in Brazil, the factors influencing the consumption, the occurrence of edible mushrooms in Brazil, the nutritional contribution of mushrooms consumed in Brazil and sustainable mushroom production in Brazil. Design/methodology/approach The authors compiled current literature to develop this viewpoint paper using systematic review, systematic search and narrative review search methods. Findings Mushrooms are sporadically consumed in Brazil, primarily by the urban population, with challenges in estimating the most used species. Social, economic and cultural factors, health considerations and reduced meat consumption influence mushroom consumption behavior. While Pleurotus ostreatus, Lentinula edodes and Agaricus bisporus are primary species, ethnomycological studies highlight a more diverse consumption among traditional indigenous communities. Brazil hosts approximately 133 wild mushroom species safe for human consumption. Some can be sustainably cultivated using substrates derived from agricultural and urban waste, offering high-protein, high-fiber, low-fat foods with bioactive compounds holding antioxidant and prebiotic potential. Originality/value To the best of the authors’ knowledge, no previous study has investigated how edible mushrooms contribute to the food and nutrition of the Brazilian population. This study emphasizes the crucial role of edible mushrooms in preserving Brazil’s cultural heritage, contributing to food and nutritional security and enhancing the overall diet quality.

Socio-behavioural factors influencing meat intake and meat reduction intention in Vietnam and Switzerland

Meat consumption is declining in developed countries but increasing in emerging countries. This study, for the first time, compares the socio-behavioural factors influencing individuals' meat consumption level and meat reduction intention between Vietnam, an emerging economy and Switzerland, a developed country. Online consumer surveys were conducted in late 2022, yielding 552 usable replies from Switzerland and 592 from Vietnam for this study. Drawing upon an extended Protection Motivation Theory and using structural equation modelling, we found similarities as well as differences in the determinants of meat consumption behaviour. Perceived health risks of meat overconsumption, self-efficacy of meat reduction, attitude toward ethical and environmental issues, and pressure from family members' reluctance to change diet drove the intention to reduce meat in both countries. Meat attachment emerges as the most important determinant of meat consumption level in not only Switzerland but also Vietnam and thus presents the largest barrier to meat reduction. The association between response cost of eating less meat and intention to reduce meat was negative in Switzerland but positive in Vietnam. Self-efficacy of meat consumption reduction influenced meat consumption level solely in Switzerland. Ethical and environmental attitudes significantly facilitated meat reduction intention of Swiss respondents only, reflecting cultural differences. Policy implications were discussed.

Understanding and tackling meat reduction in different cultural contexts: a segmentation study of Swiss and Vietnamese consumers.

This study aims to disclose and compare meat consumer segments in Switzerland and Vietnam, which differ in terms of their socioeconomic and cultural settings (the former is a developed country, and the latter is an emerging one) to develop a set of segment-specific recommendations that might be applied to consumption in comparable contexts, that is, in other developed countries and other emerging economies. Data were collected through two online surveys: one for Swiss residents from randomly selected households and one for Vietnamese urban residents recruited via snowball sampling. The final sample size was N = 643 for Switzerland and N = 616 for Vietnam. Hierarchical cluster analyses followed by K-means cluster analyses revealed five distinct clusters in both countries. Three clusters were common to both countries: meat lovers (21% in Switzerland and 19% in Vietnam), proactive consumers (22% in Switzerland and 14% in Vietnam) and suggestible consumers (19% in Switzerland and 25% in Vietnam). Two were specific to each country, namely traditional (19%) and basic (21%) consumers in Switzerland and confident (16%) and anxious (26%) consumers in Vietnam. Relying on voluntary actions, nudging techniques, private initiatives and consumers' sense of responsibility will certainly be useful but will nevertheless be insufficient to achieve a planetary health diet within the given timeframe (the 2030 Agenda for Sustainable Development). Governments will have no choice but to activate all levers within their sphere of influence - including regulatory measures - and oblige private sector actors to commit to the measures imposed on them. A binding international agenda with common objectives and measures is a judicious approach. Unlike most previous studies, which focused on meat consumption intensity and frequency or diet type to segment consumers, our approach, based on psychographic profiles, allows the identification of segments that share common drivers and barriers and thus the development of better-targeted measures to reduce meat consumption.

Synergy between the Waste of Natural Resources and Food Waste Related to Meat Consumption in Romania

The study examines the dichotomy between individual dietary autonomy and the broader implications of food overconsumption and waste, particularly focusing on meat consumption’s environmental, health, and social equity aspects. In the context of increasing awareness about the negative impacts of excessive meat consumption, this research explores the potential benefits of modest dietary shifts, specifically a reduction in animal product intake, on natural resources and the environment. Utilizing data from international and Romanian sources, including data about meat environmental impacts, in original research, the article analyzes the water, carbon, and land use footprints associated with different types of meat, emphasizing the significant differences between beef, pork, chicken, and sheep meat. The findings highlight that even a small reduction in meat consumption, such as 100 g per week per capita, can lead to substantial decreases in water use, carbon emissions, and land use, underscoring the importance of sustainable eating habits. Moreover, the study explores the potential of plant-based proteins as viable nutritional alternatives that can mitigate environmental footprints and foster global food security. Conclusively, this work advocates for a balanced approach that respects individual choices while promoting collective responsibility towards sustainable consumption patterns, emphasizing the role of scientific research and public awareness in driving positive change in dietary habits for environmental conservation and health benefits.

Ethnic differences in meat consumption attitudes, norms and behaviors: A survey of White, South Asian and Black ethnic groups in the UK

A reduction in meat consumption is necessary to mitigate negative impacts of climate change and adverse health outcomes. The UK has an increasingly multi-ethnic population, yet there is little research on meat consumption habits and attitudes among ethnic groups in the UK. We ran a survey (N = 1014) with quota samples for ethnic groups and analyzed attitudes, behaviors and norm perceptions of White, South Asian and Black British respondents. Most respondents believe overconsumption of red and processed meat has negative impacts on health (73.3%) and the environment (64.3%).South Asian respondents were statistically significantly less likely to be meat eaters than White respondents (OR = 0.44, 95% CIs: 0.30-0.65, t = −4.15, p = 0.000), while there was no significant difference between White and Black respondents (OR = 1.06, 95% CIs: 0.63–1.76, t = 0.21, p = 0.834). Both South Asian (OR = 2.76, 95% CIs: 1.89–4.03 t = 5.25, p = 0.000) and Black respondents (OR = 2.09, 95% CIs: 0.1.30–3.35, t = 3.06, p = 0.002) were significantly more likely to express being influenced by friends and family in their food choices than White respondents. South Asian (OR = 3.24,95% CIs: 2.17–4.84, t = 5.74, p = 0.000) and Black (OR = 2.02,95% CIs: 1.21–3.39, t = 2.69, p = 0.007) respondents were also both significantly more likely to report they would want to eat similarly to their friends and family than White respondents. Statistical analyses suggested some gender and socioeconomic differences across and among ethnic groups, which are reported and discussed. The differences in meat consumption behaviors and norm conformity between ethnic groups raises the prospect that interventions that leverage social norms may be more effective in South Asian groups than Black and White groups in the UK.

Willingness to reduce meat consumption among U.S. flexitarians: Sampling, segmentation, and judgmental latitudes

There is an urgent need to reduce meat consumption given the negative impacts industrial animal farming has on animals, the environment, and human health. Typically, much attention is paid to veg*nism as a solution. Yet an emerging persuasive strategy suggests encouraging widespread meat reduction among the growing segment of the population known as flexitarians. To succeed, such a strategy requires accurately characterizing both current dietary behavior and willingness to change. To explore this proposal, a survey of a representative sample of 1,000 U.S. adults was conducted in 2022 that accounted for age, sex, race/ethnicity, education, and residency distributions. Social Judgment Theory was utilized to inform the development of an ordered alternatives questionnaire that measured respondents’ willingness to reduce meat by considering their latitudes of acceptance, non-commitment, and rejection in relation to the number of days per week they would be willing to forego meat. A methodology for measuring dietary behavior is proposed that investigates the beliefs of both flexitarians (currently reducing meat) and future flexitarians (willing to reduce in the future). Findings indicate flexitarians comprise 38% of the population while future flexitarians comprise an additional 42%. Further, 90% of flexitarians express willingness to go without meat three days per week while 85% of future flexitarians indicate they would forego meat two days per week. Conclusions highlight the potential value of targeting meat reduction messaging to these two dietary groups since, together, they represent approximately 80% of the population.

Tasting and labeling meat substitute products can affect consumers’ product evaluations and preferences

Moving towards plant-based diets and reducing meat consumption is key to achieving the Paris climate targets. One option for reducing meat consumption is replacing meat products with substitutes. In two field experiments, we tested how labeling and tasting experiences with substitutes affected omnivores’ evaluations of such products and investigated the latter’s stated and revealed preferences regarding the consumption of meat substitutes and reduction of meat consumption. In our first experiment, we randomly labeled meat substitutes vegetarian or meat products, finding that this labeling resulted in more positive evaluations of the effects of the product on the environment, animal welfare, and health. However, labeling did not directly affect the assessment of the products’ taste or participants’ stated and revealed preferences regarding modifications to their food consumption. Nevertheless, we find evidence that vegetarian labeling indirectly affects the intention to consume more meat substitutes by enhancing climate and health-related product evaluations (i.e., significant mediation effects). Our second experiment shows that tasting meat substitutes results in a more positive assessment of the product’s taste and texture than not tasting them. However, tasting did not directly affect the perceived effect of meat substitutes on health, the environment, and animal welfare, nor stated and revealed preferences. In contrast, we find strong indirect effects of the tasting experience on stated and revealed preferences regarding consuming more meat substitutes and plant-based dishes mediated by improvements in product taste and texture evaluations (i.e., significant mediation effects). The theoretical and policy implications of these findings are discussed.