Strategies to reduce meat consumption: A systematic literature review of experimental studies

Nature's beauty versus urban bustle: Chinese folk music influences food choices by inducing mental imagery of different scenes

Previous research has demonstrated that music can impact people's food choices by triggering emotional states. We reported two virtual reality (VR) experiments designed to examine how Chinese folk music influences people's food choices by inducing mental imagery of different scenes. In both experiments, young healthy Chinese participants were asked to select three dishes from an assortment of two meat and two vegetable dishes while listening to Chinese folk music that could elicit mental imagery of nature or urban scenes. The results of Experiment 1 revealed that they chose vegetable-forward meals more frequently while listening to Chinese folk music eliciting mental imagery of nature versus urban scenes. In Experiment 2, the participants were randomly divided into three groups, in which the prevalence of their mental imagery was enhanced, moderately suppressed, or strongly suppressed by performing different tasks while listening to the music pieces. We replicated the results of Experiment 1 when the participants' mental imagery was enhanced, whereas no such effect was observed when the participants' mental imagery was moderately or strongly suppressed. Collectively, these findings suggest that music may influence the food choices people make in virtual food choice tasks by inducing mental imagery, which provides insights into utilizing environmental cues to promote healthier food choices.

Health or environment? Understanding which informative message is more effective in replacing red meat with mushroom-based alternatives

Current concerns regarding the health and environmental consequences associated with excessive meat consumption have underscored the importance of guiding consumers towards more sustainable diets. Given this perspective, this study seeks to evaluate the effectiveness of tailored informative messages in shaping consumer behaviour, particularly within the framework of replacing meat with mushroom-based alternatives. Additionally, it explores the factors influencing informative message effectiveness. An experimental online survey was conducted on a sample of 951 Italian consumers. Specifically, the sample was divided into three groups, of which 309 individuals formed the control group, 311 participants received informative messages on the health risks associated with red meat consumption, and 331 participants received informative messages emphasizing the environmental damages linked to red meat consumption. In both treatments, there was support for mushroom-based alternatives. Analyses included subgroup assessments, tests to verify treatments effectiveness, along with OLS regression to pinpoint variables influencing message effectiveness. The results underscore a fair positive impact of the two informative messages (mean scores: 8.75 for health message; 7.01 for environmental message). Noteworthy psychosocial variables, including lifestyle patterns, nutritional perceptions, and ecological attitudes, emerged as determinants in shaping consumers' food choices. While health-related messages exhibit marked influence, the nuanced landscape of diverse drivers and barriers necessitates judicious communication strategies. These insights bear significance for policymakers, health professionals, and marketers, offering guidance for interventions that effectively influence consumer behaviour toward more sustainable and healthier food practices.

Gen Z's Willingness to Adopt Plant-Based Diets: Empirical Evidence from Greece, India, and the UK

Comprising the largest population cohort on this planet, Gen Z presents a future-oriented consumer segment driven by climate change and food. This study sought to investigate Gen Z's perceptions toward plant-based foods and diets and explore the relationship that attitude components, meal preparation involvement, personal and lifestyle factors, and perceived barriers in adopting a plant-based diet have with willingness to adopt green-eating practices. Using cross-sectional data from university students in Greece, India, and the UK, various tools were employed to determine the factors influencing youths' consumer behavior toward animal-protein substitutes. PCA indicated the underlying dimensions of students' viewpoints on plant-based foods, whereas hierarchical and k-means clustering provided the cluster structure. An ordered probit model was estimated to delineate Gen Z's willingness to adopt plant-based diets and distinguish among mostly unwilling, somewhat willing, and mostly willing youths. Our findings identified two consumer segments, namely proponents and opponents of plant-based foods and diets, with statistically significant differences in the perceived health benefits of plant-based diets, attachment to animal-based proteins, perceived exclusion of animal-based foods, dissatisfaction with plant-based foods' attributes, and demand for ensuring adequate protein intake. The ordered probit model estimates showed that there is a "homogeneity" in the factors influencing youths' intention to adopt plant-based diets, with attitude components, meal preparation indicators, perceived barriers to eating "green", and personal factors, such as self-assessed knowledge of healthy eating and physical activity, being strongly associated with students' willingness to switch to plant-based diets in all three countries. Mapping potential obstacles and enablers in terms of shifting to more green-eating behaviors, our findings could add information to better understand the factors affecting food choice and youths' transition to a more sustainable lifestyle.

Understanding food choice: A systematic review of reviews

The topic of consumer food choice has received much attention among researchers and stakeholders within the food industry. However, in order to better facilitate food consumption towards a more sustainable direction, we need increased knowledge and understanding of factors that influence consumers' food choice. This study is a systematic review of reviews conducted between 2017 and 2021, summarising and synthesising reviews on food choice. The aim is to provide an update of the current knowledge on consumer food choice, point out what is already known, and identify knowledge gaps to enable a prioritisation for future research. The analysis highlights decisive factors in food choice, i.e. product, available information, price, context, personal and group influences and sensory perceptions. The synthesis of findings follows a socioecological model, integrating four different levels of the social and environmental systems: the physical food environment, the social and community level, interpersonal relations and, finally, individual characteristics such as psychological and behavioural factors. Results show that behavioural patterns, influenced by strong informal institutions, such as culture and norms, can be difficult to break; for example, changing into more sustainable food behaviour. The findings suggest that more interdisciplinary research and studies in real-life settings are needed to grasp the complexity of food choice. This would allow for us to better understand consumers as social beings shaped by, among other things, the physical environment, social interactions, and culture.

The motivating effect of monetary over psychological incentives is stronger in WEIRD cultures

Motivating effortful behaviour is a problem employers, governments and nonprofits face globally. However, most studies on motivation are done in Western, educated, industrialized, rich and democratic (WEIRD) cultures. We compared how hard people in six countries worked in response to monetary incentives versus psychological motivators, such as competing with or helping others. The advantage money had over psychological interventions was larger in the United States and the United Kingdom than in China, India, Mexico and South Africa (N = 8,133). In our last study, we randomly assigned cultural frames through language in bilingual Facebook users in India (N = 2,065). Money increased effort over a psychological treatment by 27% in Hindi and 52% in English. These findings contradict the standard economic intuition that people from poorer countries should be more driven by money. Instead, they suggest that the market mentality of exchanging time and effort for material benefits is most prominent in WEIRD cultures.

What's cooking, if not meat? Effects of repeated home-use, recipe inspiration and meal context on perception of plant-based meat analogues

Plant-based meat analogues (PBMA) may help consumers in shifting towards more plant-based diets, but PBMA are not widely used yet, and little is known about their longer-term acceptance. This study investigated whether consumer acceptance of PBMA changed with repeated home-use, and whether providing recipe suggestions in the form of meal boxes could influence PBMA acceptance. To this end, Dutch regular meat eaters (n = 61) prepared, consumed and evaluated two meals (one from a meal box, one self-created) with PBMA (PB mince and PB chicken, counterbalanced across meal types) per week at home for four weeks. As a secondary objective, potential longer-term effects of repeated home-use of PBMA on meat (analogue) consumption habits and attitudes (e.g. motives for choosing PBMA, attitudes toward eating less meat) were assessed in a pre-vs post-intervention survey. Responses were compared with a control group of consumers not participating in the home-use study (n = 179). Results provided no evidence that PBMA liking changed with repeated home-use, nor that the provision of meal boxes increased liking of PBMA. Instead, PBMA liking was strongly influenced by the meal context, which may have overruled potential effects of repeated exposure. Findings from the pre- vs. post-intervention survey suggest that repeated exposure may stimulate longer-term consumption of PBMA, although more seems needed to bring about a structural shift toward a less animal-based consumption pattern. Future research should investigate whether more sophisticated recipes that provide a suitable meal context for PBMA and elevate consumers' meal experiences may improve PBMA acceptance and facilitate the transition toward more sustainable diets.

Alone but together: Cloud-based commensality benefits physical and mental health

Cloud-based commensality refers to an eating scenario in which people are eating and videoconferencing with remote co-diners. We report two experiments designed to investigate whether cloud-based commensality can exert a positive effect on individuals' physical and mental health. In Experiment 1, the participants were asked to rate their expectations concerning their feelings when eating in the context of cloud-based commensality or solitary eating and to make food choices in each eating scenario. In Experiment 2, romantic couples were recruited to have meals in different eating scenarios in the laboratory and were asked to rate their emotions and close relationships. The results of the two experiments revealed that when engaging in cloud-based commensality, participants reduced their intake of meat dishes but did not increase their choices of meat dishes compared to solitary eating. Moreover, the results suggest that cloud-based commensality can alleviate negative feelings and promote positive emotions during periods of quarantine or non-quarantine and enhance close relationships for romantic couples. These findings demonstrate that cloud-based commensality is beneficial for individuals' physical and mental health and provide practical implications for utilizing social eating to promote healthy eating.

"I guess it's quite trendy": A qualitative insight into young meat-eaters' sustainable food consumption habits and perceptions towards current and future protein alternatives

As the market for sustainable food continues to expand, there is a need to understand how consumers' consumption habits and perceptions are changing. Targeting the younger populations is of interest as they arguably will shape the future of food. Therefore, the present study aimed to provide in-depth consumer insights on a range of topics from current consumption habits (i.e., meat reduction, plant-based meat/seafood (PBM/S)), towards future protein alternatives (i.e., cell-based meat/seafood (CBM/S), precision fermented dairy (PFD)). Online focus groups were conducted in the UK with meat-eaters (n = 38) aged 18-34. Codebook thematic analysis was applied using the Framework Matrix as a tool for data analysis. Key themes were presented using the COM-B model (Capability, Opportunity, Motivation), which identified areas of behavioural change. Results found a trend towards meat reduction, partially initiated by moving away from home and limited food budgets. Overall, participants acknowledged the environmental impact of food, but a notable knowledge gap was apparent when quantifying the effect, especially for dairy and seafood. Compared to PBM, few participants had tried PBS products, partially due to lower availability and familiarity. Enablers for PBM/S included convenience, positive sensory experiences and the influence of others, whilst barriers related to negative health connotations and over-processing. For CBM/S and PFD, animal welfare, curiosity and optimised nutrition acted as enablers, whilst barriers related to wider consumer acceptance, affordability and unnaturalness. In general, participants felt changing food consumption habits can have an impact on climate change and were optimistic about novel technologies supporting future protein transitions. Increasing public understanding around the environmental impact of food, especially seafood and dairy, and prioritising the affordability of sustainable food are suggested as intervention strategies to encourage sustainable food consumption.

Stages of Change toward Meat Reduction: Associations with Motives and Longitudinal Dietary Data on Animal-Based and Plant-Based Food Intakes in French Adults

BACKGROUND

Reducing meat consumption is advocated for healthier and more sustainable diets. However, behavioral studies are needed to better understand the mechanisms underlying meat-reducing dietary changes.

OBJECTIVES

The main aim of this study was to compare the motives associated with stages of change toward meat reduction in French adults, using the transtheoretical model (TTM). A second aim was to investigate the associations between stages of change and adherence to dietary patterns favoring a better balance of animal and plant food consumption over time.

METHODS

This longitudinal study included 25,143 non-vegetarian participants of the web-based NutriNet-Santé cohort with a mean follow-up of 6.2 (SD = 2.6) y. Dietary data were obtained from 24-h dietary records over the period 2009-2019. The contribution of meat to total energy intake and scores measuring the contribution of healthy and unhealthy plant-based foods to the diet were computed. A questionnaire completed in 2018 allowed us to identify the TTM stages of change related to meat reduction (precontemplation, contemplation, preparation, action, and maintenance), and recorded motives related to meat consumption. We used multivariate linear mixed models for repeated data to assess associations between food intake changes and stages, and logistic regression for motives, presented as adjusted frequencies.

RESULTS

Participants in later stages were characterized by a significantly higher decrease in meat intake over time, compared with the earliest stage (for example, βmaintenance ∗ time = -0.08, P < 0.0001), and a higher increase in the healthy plant-based food consumption score over time (for example, βmaintenance∗time = 0.11, P < 0.0001). Concerns about health, nutrition, and the environment were the most frequently cited motives for reducing meat consumption at all stages.

CONCLUSIONS

Individuals who had already initiated meat reduction adhered to healthier and more sustainable diets than meat continuers. Characterizing motives according to readiness to reduce meat consumption could support tailored public health campaigns.

TRIAL REGISTRATION NUMBER

The study protocol is registered at clinicaltrials.gov with Clinical Trial Registry number NCT03335644 available at https://clinicaltrials.gov/ct2/show/NCT03335644.

Novel plant-based meat alternatives: future opportunities and health considerations

Present food systems threaten population and environmental health. Evidence suggests reduced meat and increased plant-based food consumption would align with climate change and health promotion priorities. Accelerating this transition requires greater understanding of determinants of plant-based food choice. A thriving plant-based food industry has emerged to meet consumer demand and support dietary shift towards plant-based eating. 'Traditional' plant-based diets are low-energy density, nutrient dense, low in saturated fat and purportedly associated with health benefits. However, fast-paced contemporary lifestyles continue to fuel growing demand for meat-mimicking plant-based convenience foods which are typically ultra-processed. Processing can improve product safety and palatability and enable fortification and enrichment. However, deleterious health consequences have been associated with ultra-processing, though there is a paucity of equivocal evidence regarding the health value of novel plant-based meat alternatives (PBMAs) and their capacity to replicate the nutritional profile of meat-equivalents. Thus, despite the health halo often associated with plant-based eating, there is a strong rationale to improve consumer literacy of PBMAs. Understanding the impact of extensive processing on health effects may help to justify the use of innovative methods designed to maintain health benefits associated with particular foods and ingredients. Furthering knowledge regarding the nutritional value of novel PBMAs will increase consumer awareness and thus support informed choice. Finally, knowledge of factors influencing engagement of target consumer subgroups with such products may facilitate production of desirable, healthier PBMAs. Such evidence-based food manufacturing practice has the potential to positively influence future individual and planetary health.

What motivates German consumers to reduce their meat consumption? Identifying relevant beliefs

High levels of meat consumption cause problems related to public health, the environment, and animal welfare. Therefore, it is crucial to improve our understanding of the drivers and barriers involved in reducing meat consumption. Using the Theory of Planned Behavior (TPB), we examined to what extent attitude, subjective norm, and perceived behavioral control (PBC) affect intention and willingness to reduce meat consumption. In line with the TPB and going beyond existing literature, we also explored which specific beliefs determine these three constructs. In 2021, we conducted an online survey with a sample representative of the German population (N = 1093). Hierarchical regression models revealed that after controlling for sociodemographic characteristics, the TPB constructs explained 55% of the variance in intention and 61% of the variance in willingness. Importantly, each of the three TPB constructs affected intention and willingness to reduce meat consumption, with attitude having the largest impact. Habit strength and past behavior in addition to the TPB constructs did not improve prediction. Multiple linear regression models showed that attitude was determined by the beliefs that reducing meat consumption leads to a healthier diet, a reduced risk of developing certain diseases, a more natural diet, and the feeling of missing meat. In contrast, environmental and animal welfare concerns showed no significant effect on attitude. Both family and friends contributed to the perceived social pressure. The beliefs of being able to prepare meat-free meals, having enough time to spend on one's diet, and being able to easily purchase meat substitutes led to higher PBC. Based on these findings, we provide recommendations for intervention strategies and derive implications for future research.

Relational climate and openness to plant-forward diets among cohabitating couples

Plant-forward diets offer a potential solution to many of the health and ecological crises that we find ourselves facing today. A key barrier to the adoption and maintenance of plant-forward diets is an anticipated lack of support from family members, friends and romantic partners. The present study examined how relational climate (i.e., the cohesion and flexibility of a partnership) contributes to the tension individuals anticipate in their relationship when a member reduces their animal-product consumption, and their own openness to reducing. Four hundred and ninety-six coupled individuals took part in an online survey. Analyses revealed that couples with more flexible leadership styles anticipated less tension should they or their partner adopt a plant-forward diet. However, dimensions of relational climate were largely unrelated to openness to plant-forward diets. Romantic couples who perceived themselves to be matched in terms of dietary habits were less open to reducing their animal-product consumption than unmatched couples. Politically left-leaning couples and females were more open to plant-forward diets. The meat attachments of male partners were reported as a particular barrier to dietary goals, as were practical concerns about meal coordination, finance, and health. Implications for promoting plant-forward dietary transitions are discussed.

Mental models of the protein shift: Exploring consumers' perceptions of the transition

The protein transition is one of today's major societal challenges to mitigate climate change. To support lasting consumer engagement, it has been suggested to look into consumers' understanding of the protein transition to identify barriers that go beyond the practical issues of changing one's diet. The current study explored consumers' mental models of how the transition unfolds to examine which factors consumers perceive as important drivers of the transition. With a fixed set of factors and actors identified with a questionnaire, Dutch consumers (N = 214) mapped their mental models. The content and structure of the mental models were analyzed with a focus on how consumers perceive their own role. Animal well-being and environmental concerns were most often included as important drivers. The findings showed a lack of consensus about which actor(s) drive the transition (i.e., none of the actors were included by a majority of the participants). This diffusion of responsibility may be a barrier for consumers to act. Moreover, the relative simplicity of the observed mental models suggests that consumers do not yet employ systems thinking. A systems thinking mindset may help consumers understand how the system behind the transition works and how their individual contributions matter. Two avenues to encourage consumer engagement were identified: 1) emphasizing the responsibility of different actors and what consumers can contribute, and 2) encouraging a systems thinking mindset.

Higher well-being individuals are more receptive to cultivated meat: An investigation of their reasoning for consuming cultivated meat

It is evident that over-consumption of meat can contribute to the emission of hazardous greenhouse gases. One viable way to address such climate impact is to make people become more aware of more sustainable diet options, such as cultivated meat. However, it is challenging to instigate change in people's meat-eating habit, and empirical works have been examining the psychological factors that are related to consumers' willingness to consume cultivated meat. Research has suggested that psychological well-being can play a role in the meaning-making of food consumption, with higher well-being individuals showing more recognition of other sociocultural benefits of consuming food beyond just fulfilling their sustenance needs. As existing works have yet to understand the link between well-being and consumption of novel foods, the current research set out to fill this gap by examining the relationship between people's psychological well-being and their willingness to consume cultivated meat via different reasons (mediators) for consuming cultivated meat. We recruited a representative sample of 948 adults in Singapore to complete an online survey. The study offered the first evidence that there is a positive relationship between people's psychological well-being and their willingness to consume cultivated meat. Further, results revealed that their higher willingness can be motivated by the perception that cultivated meat is as healthy and nutritious, as safe as, and has the same sensory quality as real meat, and is beneficial to the society. This investigation adds to the growing literature on consumer acceptance of cultivated meat by showing the novel finding that well-being and receptivity to cultivated meat is positively linked, and such a positive link can be explained by people's better recognition of the prospective benefits offered by this alternative food.

Loss framing effect on reducing excessive red and processed meat consumption: Evidence from Italy

A reduction of meat consumption is crucial for addressing public health problems, especially in industrialized countries. Among low-cost interventions, emotionally provocative health-information strategies could be effective options in fostering meat reduction. Through an online experimental survey, administrated to a quota-based national sample (N = 1142), this study analysed the profile of Italians consuming red/processed meat above World Health Organization (WHO) recommended amounts. Via a between-subjects design, the research tested whether two health frame-nudges (societal impact and individual impact of over consumption) persuaded these individuals to reduce future meat consumption. Results showed that adhering to an omnivore diet, higher consumption of meat than peers, household size (larger) and positive moral perception of meat consumption increased the likelihood of overconsumption. In addition, both nudges proved to be effective in positively impacting future intentions to reduce meat consumption among individuals exceeding WHO recommended amounts. The two frame-nudges were more effective among females, respondents with children in the household and individuals with a low health status perception.

Strategies for reducing meat consumption within college and university settings: A systematic review and meta-analysis

Introduction

Despite the considerable public and planetary health benefits associated with reducing the amount of meat consumed in high-income countries, there is a limited empirical understanding of how these voluntary changes in food choice can be effectively facilitated across different settings. While prior reviews have given us broad insights into the varying capacities of behavior change strategies to promote meaningful reductions in meat consumption, none have compared how they perform relative to each other within a uniform dining context.

Methods

To address this gap in the literature, we synthesized the available research on university-implemented meat reduction interventions and examined the variations in the success rates and effect estimates associated with each of the three approaches identified in our systematic review.

Results

From our analyses of the 31 studies that met our criteria for inclusion (n = 31), we found that most were successful in reducing the amount of meat consumed within university settings. Moreover, independent of the number of individual strategies being used, multimodal interventions were found to be more reliable and effective in facilitating these changes in food choice than interventions targeting the choice architecture of the retail environment or conscious decision-making processes alone.

Discussion

In addition to demonstrating the overall value of behavior change initiatives in advancing more sustainable dining practices on college and university campuses, this study lends further insights into the merits and mechanics underlying strategically integrated approaches to dietary change. Further investigations exploring the persistence and generalizability of these effects and intervention design principles are needed.

Systematic review registration

https://doi.org/10.17605/OSF.IO/DXQ5V, identifier: 10.17605/OSF.IO/DXQ5V.

Impact of Health, Environmental, and Animal Welfare Messages Discouraging Red Meat Consumption: An Online Randomized Experiment

BACKGROUND

Reducing red meat consumption is a key strategy for curbing diet-related chronic diseases and mitigating environmental harms from livestock farming. Messaging interventions aiming to reduce red meat consumption have focused on communicating the animal welfare, health, or environmental harms of red meat. Despite the popularity of these 3 approaches, it remains unknown which is most effective, as limited studies have compared them side by side.

OBJECTIVE

Our aim was to evaluate responses to red-meat-reduction messages describing animal welfare, health, or environmental harms.

DESIGN

This was an online randomized experiment.

PARTICIPANTS

In August 2021, a convenience sample of US adults was recruited via an online panel to complete a survey (n = 2,773 nonvegetarians and vegans were included in primary analyses).

INTERVENTION

Participants were randomly assigned to view 1 of the 4 following messages: control (neutral, non-red meat message), animal welfare, health, or environmental red-meat-reduction messages.

MAIN OUTCOME MEASURES

After viewing their assigned message, participants ordered hypothetical meals from 2 restaurants (1 full service and 1 quick service) and rated message reactions, perceptions, and intentions.

STATISTICAL ANALYSES PERFORMED

Logistic and linear regressions were performed.

RESULTS

Compared with the control message, exposure to the health and environmental red-meat-reduction messages reduced red meat selection from the full-service restaurant by 6.0 and 8.8 percentage points, respectively (P = .02 and P < .001, respectively), while the animal welfare message did not (reduction of 3.3 percentage points, P = .20). None of the red-meat-reduction messages affected red meat selection from the quick-service restaurant. All 3 red-meat-reduction messages elicited beneficial effects on key predictors of behavior change, including emotions and thinking about harms.

CONCLUSIONS

Red-meat-reduction messages, especially those describing health or environmental harms, hold promise for reducing red meat selection in some types of restaurants. Additional interventions may be needed to discourage red meat selection across a wider variety of restaurants, for example, by making salient which menu items contain red meat.

Deliberate ignorance-a barrier for information interventions targeting reduced meat consumption?

OBJECTIVE

Despite abundant information about negative consequences of consuming meat, consumption in many Western countries is many times higher than recommended. One possible explanation for this discrepancy is that people consciously decide to ignore such information-a phenomenon called deliberate ignorance. We investigated this potential barrier for information interventions aiming to reduce meat consumption.

METHODS

In three studies, a total of 1133 participants had the opportunity to see 18 information chunks on negative consequences of meat consumption or to ignore part of the information. Deliberate ignorance was measured as the number of ignored information chunks. We assessed potential predictors and outcomes of deliberate ignorance. Interventions to reduce deliberate ignorance (i.e., self-affirmation, contemplation, and self-efficacy) were experimentally tested.

RESULTS

The more information participants ignored, the less they changed their intention to reduce their meat consumption (r = -.124). This effect was partially explained by cognitive dissonance induced by the presented information. While neither self-affirmation nor contemplation exercises reduced deliberate ignorance, self-efficacy exercises did.

CONCLUSION

Deliberate ignorance is a potential barrier for information interventions aiming to reduce meat consumption and needs to be considered in future interventions and research. Self-efficacy exercises are a promising approach to reduce deliberate ignorance and should be further explored.

Legumes or Meat? The Effectiveness of Recommendation Messages towards a Plant-Based Diet Depends on People's Identification with Flexitarians

In the present research, we analyzed how to promote a plant-based diet by involving 428 volunteers in a 2-week mobile app intervention. We compared messages promoting the addition of legumes versus messages promoting the replacement of meat with legumes. Messages were either combined or not combined with dynamic norms (i.e., information that more and more people are enacting the behavior). We compared these messages with a control condition (i.e., no message intervention) and we also analyzed the moderation effect of receivers' identification with flexitarians (i.e., people who occasionally eat animal products) and attitudes towards them. In the short term, addition messages increased legume consumption more than replacement messages, especially in people with a negative evaluation of flexitarians and low identification with them. In the long term, increased legume consumption was recorded only when addition messages were combined with dynamic norms. As for meat consumption, the replacement messages were more effective in reducing it in the short term than in the long term, especially in people with positive attitudes towards flexitarians. However, replacement messages combined with dynamic norms were more effective in the long term than in the short term. These results advance our comprehension of how to tailor dietary messages.

Food neophobia, food choice and the details of cultured meat acceptance

This study focuses on the details of consumer response to lab grown 'cultured meat (CM)', compared to meat derived from insects, plants and animals. A sample of 254 New Zealanders were interviewed. A word association exercise revealed that consumer reaction to CM was dominated by affective, rather than cognitive factors. The linkages between a general food neophobia scale, a specific CM evaluation scale and purchase intent were studied. The general neophobia scale performed poorly as a predictor, while the 19-point CM evaluation scale performed well. Reducing this scale to its seven affective components, and then to just the two key affective components did not significantly reduce the scale's predictive performance. Overall, the results of this research reveal very significant differences in preference for meat products based upon their origins. Insect protein was strongly disfavoured over all alternatives, while cultured meat was significantly disfavoured compared to more established alternatives. The implications of this for the commercialisation of CM are discussed.

Consumers' perceptions and attitudes toward hunted wild game meat in the modern world: A literature review

Hunted wild game meat (HWGM) has a complete nutritional profile, and its environmental impact is lower than farmed meat. However, HWGM derives from hunting, which often relates to consumers' ethical concerns. This review aims to clarify which variables are linked to consumers' perceptions and attitudes toward HWGM. Results highlight that the body of literature about this topic is growing, especially in Europe and U.S. Moreover, gender and residence seem to be good predictors of consumers' perceptions and attitudes toward HWGM. Furthermore, some positive drivers were detected. The positive attitude toward hunting and familiarity with hunting resulted to be linked to HWGM consumption. Conversely, food safety consumers' concerns represent one of the main barriers. Finally, the seasonality of the product and the relative lack of HWGM market supply represent barriers to its consumption. Our findings may assist stakeholders in defining targeted marketing strategies and policies.

Ideological resistance to veg*n advocacy: An identity-based motivational account

Animal-based diets in Western countries are increasingly regarded as unsustainable because of their impact on human health, environmental and animal welfare. Promoting shifts toward more plant-based diets seems an effective way to avoid these harms in practice. Nevertheless, claims against the consumption of animal products contradict the ideology of the omnivorous majority known as carnism. Carnism supports animal-product consumption as a cherished social habit that is harmless and unavoidable and invalidates minorities with plant-based diets: vegetarians and vegans (veg*ns). In this theoretical review, we integrate socio-psychological and empirical literature to provide an identity-based motivational account of ideological resistance to veg*n advocacy. Advocates who argue against the consumption of animal products often make claims that it is harmful, and avoidable by making dietary changes toward veg*n diets. In response, omnivores are likely to experience a simultaneous threat to their moral identity and their identity as consumer of animal products, which may arouse motivations to rationalize animal-product consumption and to obscure harms. If omnivores engage in such motivated reasoning and motivated ignorance, this may also inform negative stereotyping and stigmatization of veg*n advocates. These "pro-carnist" and "counter-veg*n" defenses can be linked with various personal and social motivations to eat animal products (e.g., meat attachment, gender, speciesism) and reinforce commitment to and ambivalence about eating animal products. This does not mean, however, that veg*n advocates cannot exert any influence. An apparent resistance may mask indirect and private acceptance of advocates' claims, priming commitment to change behavior toward veg*n diets often at a later point in time. Based on our theoretical account, we provide directions for future research.

Climate Change and Six Americas: What Can Behavior Analysts Do?

Climate change, directly impacted by human behavior, has been investigated and evaluated across disciplines. The Six Americas was developed as a segmentation tool to communicate effectively with the United States population about climate change (Leiserowitz et al., 2021) across a spectrum from those likely to act in opposition to climate change mitigation strategies to those actively seeking to remediate the climate change effects. Behavior analysts offer unique skills to intervene at the individual level effectively. Behavior analysts will benefit from learning about this conceptual model and its tools, particularly to inform intervention across the spectrum of the Six Americas. This paper will cover a background of the Six Americas and suggestions on how to intervene for these different segments at the individual level, followed by a brief review of the existing effective literature, particularly regarding changing behavior in the food, energy, and transportation sectors. Specifically, behavior analytic interventions will be suggested for a population concerned about climate change who may also be posed for action. Finally, we will provide suggestions to guide behavior analysts to intervene with those disengaged or actively dismissive of the threats posed by climate change.

Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting

OBJECTIVE

To explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence.

DESIGN

The intervention increased the visibility, accessibility, affordability and availability of a selection of plant-based products. Unit sales of plant-based and meat products during the intervention (January 2021) were compared with pre- (November 2020) and post-intervention (February and March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes and differences by store format or affluence.

SETTING

The intervention was applied in a real-world supermarket setting during Veganuary.

PARTICIPANTS

Stores that applied the full intervention (n 154) were included for analysis. Weekly sales data for each store were obtained from the retailer.

RESULTS

Average weekly unit sales of plant-based products increased significantly (57 %) during the intervention period (incidence rate ratio (IRR) 1·52 (95 % CI1·51, 1·55)). Plant-based product sales decreased post-intervention but remained 15 % higher than pre-intervention (IRR 1·13 (95 % CI 1·12, 1·14)). There was no significant change in meat sales according to time period. The increase in plant-based product sales was greatest at superstores (58 %), especially those located in below average affluence areas (64 %).

CONCLUSIONS

Results suggest that increasing visibility, accessibility, affordability and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.

Single-Cell Protein Production as a Strategy to Reincorporate Food Waste and Agro By-Products Back into the Processing Chain

Food waste is a serious problem with negative environmental and economic consequences. Unused food (either as waste or by-products and referred to as food residues in the present work) is a source of carbohydrates, lipids, proteins, vitamins, minerals and bioactive compounds that could be used in an alternate or secondary life cycle to avoid discarding it. The present work reviews the potential use of food residues for the bioengineering of single-cell protein (SCP), addressing aspects of production, nutrition and safety, as well as the main challenges and perspectives. SCP is obtained from various microorganisms, including fungi, bacteria, yeasts and algae, in pure or mixed form. SCP generally contains a higher percentage of protein (30-80%) compared to soy (38.6%), fish (17.8%), meat (21.2%) and whole milk (3.28%). SCP is a source of essential amino acids, including methionine, threonine and lysine. The use of food residues as substrates for the production of SCP would reduce production costs (35-75%); however, optimization and industrial scaling are some of the main challenges to its sustainable production. The use food waste and agro by-products from the food industry could be a promising alternative to obtain protein according to a circular production scheme.

Paying for the Greater Good?—What Information Matters for Beijing Consumers’ Willingness to Pay for Plant-Based Meat?

Promoting the transition from animal meat to plant-based food consumption has significant benefits for public health and environmental sustainability. This study, involving 526 consumers from Beijing, China, explores how food attributes and information may affect consumers’ food choices concerning plant-based meat products. A discrete choice experiment was conducted using burgers with five attributes (meat patties, flavor, sodium content, energy, and price) as the focal product. Separate messages on nutrition, food safety, and the environmental issues related to plant-based meat consumption were also randomly provided to consumers to help examine the role of information. Our findings suggest that Beijing consumers’ awareness of plant-based meat is relatively low at present, and they show a negative preference toward plant-based meat consumption relative to that of conventional meat. However, consumers’ willingness to pay for plant-based meat significantly increased after nutrition information was provided, but it was not responsive to the provision of food safety or environmental information. These findings suggest that to promote plant-based meat consumption, information closely related to consumers’ personal interests rather the “greater good” should be provided, at least in the context of Beijing, China.

A reversal of defaults: Implementing a menu-based default nudge to promote out-of-home consumer adoption of plant-based meat alternatives

Restaurants are characterized by high levels of meat being consumed in this out-of-home setting, while plant-based meat alternatives remain a niche product, thus preserving a high environmental impact of food consumption. We tested whether subtly re-designing the restaurant menu, so that plant-based meat alternatives were perceived as the default to a greater extent, increased consumer selection of plant-based meat alternatives. Consumers' freedom of choice was preserved by leaving all choice options on the menu. An online experiment in The Netherlands showed that consumers choose plant-based meat alternatives more often relative to meat when the plant-based option is framed as the default. In a field experiment in a Dutch restaurant, we found that the amount of ordered plant-based meat alternative dishes substantially increased relative to an equivalent meat dish when implementing a default nudge (bean alternative: from 8.6% to 80.0%; seaweed alternative: from 16.1% to 58.3%). Thus, re-designing the menu in a way that suggests that plant-based meat alternatives are the default, while preserving autonomous decision-making, is a promising route to promote out-of-home adoption of plant-based meat alternatives in restaurants.

Hybrid Meat Products: Incorporation of White Bean Flour in Lean Pork Burgers

The effect of partial lean pork-meat replacement by white Phaseolus vulgaris L. flour in hybrid burgers was studied. A multivariate regression model was used to test different bean flour levels (BF: 8–15 g/100 g) and water/bean flour ratios (W/BF: 1.2, 1.6, and 1.8 g/g). Process yield, texture profile analysis, color parameters, thermal transitions, and microstructure of the systems were analyzed. Respond Surface Methodology was used to model the response behaviors and optimization. Burgers with BF showed yields higher than 88%. Hardness and cohesiveness decreased as the BF level increased, with a more noticeable effect when the W/BF ratio became larger. Regarding color, the higher the BF and the W/BF ratio in burgers, the higher the L* obtained. The desirability optimization predicted an optimum formulation consisting of 15 g BF/100 g and 1.36 g/g W/BF with similar attributes to a commercial pork burger. The thermal analysis showed an increase in the enthalpy associated with the myosin denaturation and the interactions between meat proteins and BF led to higher temperatures for the starch gelatinization and protein denaturation. The microstructure of BF burgers presented a more stable coarse gel matrix derived from coagulated meat proteins combined with the flour components. The mathematical procedure adequately predicted the hybrid burger quality attributes.

The effectiveness of animal welfare-, environmental-, and health-focused video appeals on implicit and explicit wanting of meat and intentions to reduce meat consumption

The production of meat and its consumption are associated with negative consequences for the environment, the animals raised and slaughtered for food, and the health of those who consume animal-based foods. We investigated whether video appeals that addressed these topics affected participants' wanting of meat and intentions to reduce meat relative to a control video. Results indicated only the environmental video led to increased intentions to reduce meat relative to controls. Nevertheless, implicit wanting of meat was lower in all three experimental conditions compared to the control condition. Additionally, moral emotions and agreement with the video's message mediated the relationships between condition and implicit wanting and intentions for the animal welfare and environment conditions. For the health condition, only agreement with the message served as a mediator. These results suggest that although animal welfare-, environmental-, and health-focused video appeals may be effective at shifting immediate desire to consume meat, environmental video appeals may be the most effective for increasing intentions to change future meat intake.

Less meat in the shopping basket. The effect on meat purchases of higher prices, an information nudge and the combination: a randomised controlled trial

Background

Reduced meat consumption benefits human and planetary health. Modelling studies have demonstrated the significant health and environmental gains that could be achieved through fiscal measures targeting meat. Adding other interventions may enhance the effect of a fiscal measure. The current study aimed to examine the effect of higher meat prices, an information nudge and a combination of both measures on meat purchases in a three-dimensional virtual supermarket.

Methods

A parallel designed randomised controlled trial with four conditions was performed. Participants (≥ 18 years) were randomly assigned to the control condition or one of the experimental conditions: a 30% price increase for meat (‘Price condition’), an information nudge about the environmental impact of meat production and consumers’ role in that regard (‘Information nudge condition’) or a combination of both (‘Combination condition’). Participants were asked to shop for their household for one week. The primary outcome was the difference in the total amount of meat purchased in grams per household per week.

Results

Between 22 June 2020 and 28 August 2020, participants were recruited and randomly assigned to the control and experimental conditions. The final sample included 533 participants. In the ‘Combination condition’, − 386 g (95% CI: − 579, − 193) meat was purchased compared with the ‘Control condition’. Compared to the ‘Control condition’ less meat was purchased in the ‘Price condition’ (− 144 g (95%CI: − 331, 43)), although not statistically significant, whereas a similar amount of meat was purchased in the ‘Information nudge condition’ (1 g (95%CI: − 188, 189)).

Conclusion

Achieving the most pronounced effects on reduced meat purchases will require a policy mixture of pricing and informational nudging. Less meat is purchased in a virtual supermarket after raising the meat price by 30% combined with an information nudge. The results could be used to design evidence-based policy measures to reduce meat purchases.

Trial registration

The trial was registered in the Netherlands Trial Register identifier NL8628. Registered on 18/05/2020. ICTRP Search Portal (who.int) NTR (trialregister.nl).

Supplementary Information

The online version contains supplementary material available at 10.1186/s12889-022-13535-9.

Lowering Red Meat and Processed Meat Consumption With Environmental, Animal Welfare, and Health Arguments in Italy: An Online Experiment

Introduction

In addition to being a source of valuable nutrients, meat consumption has several negative consequences; for the environment, for animal welfare, and for human health. To persuade people to lower their meat consumption, it is assumed that the personal relevance of the topic of lowering meat consumption is important as it determines how people perceive the quality of the arguments.

Method

In an experimental exploratory field study (n = 139), participants recruited from the general Italian population were randomized to one of the four conditions with a text with pictures on the environmental, animal welfare, or health consequences of meat consumption, or a text on mustard (the control condition). The dependent variables were self-reported consumption of red meat and processed meat after 2 weeks. Personal relevance was assessed in the pre-test with self-reported meat consumption and intention.

Results

The interaction between pre-test meat consumption and condition was significant: In participants who scored high on pre-test meat consumption, the self-reported red meat consumption after 2 weeks in the health argument condition was significantly lower compared to the control condition and the environmental argument condition. The effects of pre-test intention as a moderator were less certain.

Discussion

The persuasive effects of the different arguments made a difference only in people who ate a relatively high level of meat in pre-test, and the type of arguments made a difference. Although the present outcomes are caused by the specific formulations of the arguments in this study, the results do show that it is relevant to choose the arguments carefully to ensure effectiveness.

Meat-Reduced Dietary Practices and Efforts in 5 Countries: Analysis of Cross-Sectional Surveys in 2018 and 2019

BACKGROUND

Diets that reduce reliance on animal-source foods are recommended in some contexts.

OBJECTIVES

This study aimed to compare proportions of respondents who reported following meat-reduced dietary practices (i.e., vegetarian, vegan, or pescatarian diets) and/or making efforts to reduce animal-source foods, and to examine sociodemographic correlates across 5 countries.

METHODS

Online surveys were conducted in November and December 2018 and 2019 with 41,607 adults from Australia (n = 7926), Canada (n = 8031), Mexico (n = 8110), the United Kingdom (n = 9129), and the United States (n = 8411) as part of the International Food Policy Study. Respondents were asked whether they would describe themselves as vegetarian, vegan, or pescatarian, and whether they had made efforts to consume less red meat, less of all meats, or less dairy in the past year. Logistic regressions examined differences in the likelihood of each behavior between countries and sociodemographic subgroups.

RESULTS

Approximately 1 in 10 respondents reported following a vegetarian, vegan, or pescatarian diet, ranging from 8.6% (Canada) to 11.7% (UK). In the past 12 months, the proportions of respondents who reported efforts to consume less red meat ranged from 34.5% (Australia) to 44.4% (Mexico), less of all meats ranged from 27.9% (US) to 35.2% (Mexico), and to consume less dairy ranged from 20.6% (UK) to 41.3% (Mexico). Respondents were more likely to report efforts to consume less animal-source products in 2019 compared to 2018 in most countries. Sociodemographic patterns varied by country; in general, women, those with higher education levels, and those in minority ethnic groups were more likely to report following meat-reduced dietary practices or efforts to consume fewer animal-source products.

CONCLUSIONS

Nearly half of respondents reported following a meat-reduced diet or efforts to reduce animal-source products, with differences between countries and population subgroups. Population-level approaches and policies that support meat reduction may further reduce consumption of animal-source products.

Awareness of and reactions to health and environmental harms of red meat among parents in the United States

OBJECTIVE

Evidence of the health and environmental harms of red meat is growing, yet little is known about which harms may be most impactful to include in meat reduction messages. This study examined which harms consumers are most aware of and which most discourage them from wanting to eat red meat.

DESIGN

Within-subjects randomised experiment. Participants responded to questions about their awareness of, and perceived discouragement in response to, eight health and eight environmental harms of red meat presented in random order. Discouragement was assessed on a 1-to-5 Likert-type scale.

SETTING

Online survey.

PARTICIPANTS

544 US parents.

RESULTS

A minority of participants reported awareness that red meat contributes to health harms (ranging from 8 % awareness for prostate cancer to 28 % for heart disease) or environmental harms (ranging from 13 % for water shortages and deforestation to 22 % for climate change). Among specific harms, heart disease elicited the most discouragement (mean = 2·82 out of 5), followed by early death (mean = 2·79) and plants and animals going extinct (mean = 2·75), though most harms elicited similar discouragement (range of means, 2·60-2·82). In multivariable analyses, participants who were younger, identified as Black, identified as politically liberal, had higher general perceptions that red meat is bad for health and had higher usual red meat consumption reported being more discouraged from wanting to eat red meat in response to health and environmental harms (all P < 0·05).

CONCLUSIONS

Messages about a variety of health and environmental harms of red meat could inform consumers and motivate reductions in red meat consumption.

Meating Conflict: Toward a Model of Ambivalence-Motivated Reduction of Meat Consumption

An increasing number of people are concerned about eating meat, despite enjoying doing so. In the present research, we examined whether the desire to resolve this ambivalence about eating meat leads to a reduction in meat consumption. Our model of ambivalence-motivated meat reduction proposes that the pervasive nature of evaluative conflict motivates meat avoidance, and we highlight two potential mechanisms involved: the anticipation of ambivalence reduction through behavioral change, and information seeking for contents that facilitate meat reduction. Study 1 drew on a cross-sectional 6-day food diary with 7485 observations in a quota sample to investigate why meat-related ambivalence arises and to demonstrate the correlation of ambivalence with meat reduction. Two experiments investigated the causal direction of this association by showing that ambivalence-induced discomfort motivated participants to eat less meat when they introspected on their preexisting incongruent evaluations (Study 2 and 3), which was mediated by the aforementioned mechanisms involved (Study 3; preregistered). The studies utilized diverse samples from Germany, England, and the US (total N = 1192) and support the proposed model by indicating that behavioral change is an important coping strategy to resolve ambivalent discomfort in the context of meat consumption. Our model of ambivalence-motivated meat reduction contributes to theorizing on the consequences of ambivalence and the psychology of (not) eating meat.

Educational interventions and animal consumption: Results from lab and field studies

Currently, there are many advocacy interventions aimed at reducing animal consumption. We report results from a lab (N = 267) and a field experiment (N = 208) exploring whether, and to what extent, some of those educational interventions are effective at shifting attitudes and behavior related to animal consumption. In the lab experiment, participants were randomly assigned to read a philosophical ethics paper, watch an animal advocacy video, read an advocacy pamphlet, or watch a control video. In the field experiment, we measured the impact of college classes with animal ethics content versus college classes without animal ethics content. Using a pretest, post-test matched control group design, humane educational interventions generally made people more knowledgeable about animals used as food and reduced justifications and speciesist attitudes supporting animal consumption. None of the interventions in either experiment had a direct, measurable impact on self-reported animal consumption. These results suggest that while some educational interventions can change beliefs and attitudes about animal consumption, those same interventions have small impacts on animal consumption.

You read what you eat! Selective exposure effects as obstacles for environmental risk communication in the meat consumption debate

The selective exposure effect describes people's tendency to prefer information that confirms rather than challenges existing beliefs. The present research replicates the selective exposure effect in the context of meat reduction as a proposed strategy to combat climate change. Additionally, we tested whether biased information selection can help explain polarization dynamics on the individual and group-level. We recruited a French crowd working sample (n = 351) to take part in an online study. Our research design included a selective exposure paradigm in which people could skip through a set of news headlines and decide for each headline whether to access an associated full text. The headlines either promoted or rejected meat reduction as effective environmental strategy. In accordance with the selective exposure effect, participants systematically preferred information in favor of their dietary habits. On a personal level, selective exposure indirectly accounted for attitudes towards meat reduction. On a social level, selective exposure indirectly accounted for indicators of group polarization. Overall, the findings demonstrate how psychological motives underlying information selection may hamper effective risk communication and could sharpen social divide in the climate change context. We discuss opportunities for future research and practical efforts to improve the efficacy of environmental risk communication.

Review of factors affecting consumer acceptance of cultured meat

Concerns about animal welfare and sustainable meat production are growing among consumers. The awareness of carbon emissions linked to livestock and ethical concerns have triggered interest in more sustainable meat alternatives, among which cultured meat (also known as laboratory grown meat) is a recent entry. Like any new food, the ultimate success of cultured meat depends on consumer acceptance. This study analyses the peer-reviewed literature on consumer attitudes towards cultured meat to synthesize the existing evidence and identify priorities for future research. A systematic literature review was undertaken using the Web of Science, Science Direct and Scopus databases over 2008-2020, resulting in a final number of 43 articles meeting our selection criteria. The most important factors influencing consumer acceptance/rejection of cultured meat include public awareness, perceived naturalness, and food-related risk perception. Ethical and environmental concerns prompted consumers to be willing to pay a premium price for purchasing meat substitutes, but not necessarily cultured meat. Also, food neophobia and uncertainties about safety and health seem to be important barriers to uptake of this technology. Availability of other alternatives such as plant-based meat substitutes and product features, such as price and sensory appeal, are considered determinants of consumer reception of this technology. The effect of demographic factors is mixed. More research on the interrelationships between livestock production, food security, and alternative meat products is recommended.

Plant-Based Meat Alternatives: Motivational Adoption Barriers and Solutions

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating meat by mimicking animal meat in its sensory characteristics such as taste, texture, or aesthetic appearance. This narrative review explores the motivational barriers to adopting PBMA while focusing on food neophobia, social norms and rituals, as well as conflicting eating goals that prevent consumers from switching to a plant-based diet. Based on the key characteristics of these motivational barriers, which are informed by research findings in consumer psychology and marketing, solutions are discussed that can help counter the barriers.

The Dismal State of Federal Funding for Experimental Evaluations of Interventions to Reduce Greenhouse Gas Emissions

The threats of climate change to human well-being are well-documented and are growing in number and intensity. Despite the international community investing heavily in technological innovation and policy initiatives to solve the problem, emissions continue to rise. Experts are recognizing that eliminating emissions cannot be achieved without modifying the human behavior of which emissions are a function. However, little attention has been allocated to expanding the use of strategies developed by the behavioral-science community to reduce emissions on large scales. One possible reason is that federal funding has not been arranged to select such research. Therefore, we conducted an analysis of six sources of information about federal funding to fight climate change (the Government Accountability Office, the National Science Foundation, the Environmental Protection Agency, the Department of Energy, the National Institutes of Health, and the Center for Disease Control) and examined the extent to which they are funding behavioral science research to reduce emissions. Our results show an appalling lack of funding for behavioral science research to reduce emissions, especially experimental evaluations of strategies for reducing them. Implications and recommendations for funding of future research are discussed.

A virtual reality-based study of color contrast to encourage more sustainable food choices

In order to identify effective strategies to increase more environmentally friendly food choices, we conducted an experimental study to examine how the color contrast between the food and the background might influence people's choices between meat and vegetable dishes. Participants were instructed to choose three desirable dishes out of a choice set presented on a red- or green-colored table in a simulated restaurant environment. Each choice set consisted of two meat and two vegetable dishes, so the participants had to choose between the meat-heavy and vegetable-forward meals. The participants chose the meat-heavy meals more often than the chance level. However, the results revealed that using a red table to present the choice set could shift them toward choosing fewer meat-heavy meals and thus more vegetable-forward meals, and the visual attractiveness of the meat dishes was decreased when presented on the red tables. These findings provide empirical evidence regarding how the contrast between the color of food and the background color of the dining table can be used to modulate the sensory appeal of foods in order to promote sustainable food choices.

Predictors of intention to reduce meat consumption due to environmental reasons - Results from Poland and Slovakia

The current study examines the determinants of the intention to reduce meat consumption for pro-environmental reasons. The research model includes variables from the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM). The research was conducted in Poland and Slovakia, which are similar in terms of economic, social, and cultural conditions, located next to each other in the same climate zone, but differ greatly in terms of meat consumption and the direction of its change. Whereas in Poland, the meat consumption trend is rising, it is declining in Slovakia. The results of this study revealed that only attitude toward the impact of meat consumption reduction on the environment and personal norms related positively to intention to reduce meat consumption due to environmental reasons in both countries. However, in the country with decreasing meat consumption (Slovakia), the influence of attitude on intention was much stronger than in the country with increasing meat consumption (Poland). This study is the first to examine which predictors of intention to reduce meat consumption due to environmental reasons are simultaneous in two countries that have significantly different meat consumption levels and directions of change.

Replacement of Meat with Non-Meat Protein Sources: A Review of the Drivers and Inhibitors in Developed Countries

The overconsumption of meat has been charged with contributing to poor health and environmental degradation. Replacing meat with non-meat protein sources is one strategy advocated to reduce meat intake. This narrative review aims to identify the drivers and inhibitors underlying replacing meat with non-meat protein sources in omnivores and flexitarians in developed countries. A systematic search was conducted in Scopus and Web of Science until April 2021. In total, twenty-three studies were included in this review examining personal, socio-cultural, and external factors. Factors including female gender, information on health and the environment, and lower price may act as drivers to replacing meat with non-meat protein sources. Factors including male gender, meat attachment, food neophobia, and lower situational appropriateness of consuming non-meat protein sources may act as inhibitors. Research is needed to establish the relevance of socioeconomic status, race, ethnicity, religion, health status, food environment, and cooking skills. Future studies should prioritize standardizing the definitions of meat and non-meat protein replacements and examining factors across different consumer segments and types of non-meat protein sources. Thereby, the factors determining the replacement of meat with non-meat protein sources can be better elucidated, thus, facilitating the transition to a healthier and more sustainable diet.

Towards reduced meat consumption: A systematic literature review of intervention effectiveness, 2001-2019

A reduction of meat consumption and shift to plant-based diets, especially in industrialized countries, is acknowledged as crucial for reaching climate targets, addressing public health problems, and protecting animal welfare. While scholarly research distilled drivers of meat consumption and barriers to its reduction, insights into the effectiveness of measures to initiate such a profound change in consumer behaviour are relatively scarce. This paper presents a systematic literature review on consumption-side interventions in the context of meat consumption across scholarly disciplines. Our analysis confirms that existing research predominantly assessed interventions addressing personal factors of behavioural change such as knowledge and emotions. Whether these interventions are effective depends on whether information (i) is provided on health, animal welfare or environmental effects, (ii) is emotionally or cognitively framed, and (iii) is aligned with consumers' information needs. Moreover, linking meat to living animals or to the humanness of animals activates negative emotions and, thus, reduces meat consumption. Further, increasing the visibility and variety of vegetarian dishes in food environments decreases meat-eating. Also, educational courses on how to shop and cook vegetarian food are effective in reducing meat consumption. There is less evidence on the effectiveness of interventions addressing socio-cultural factors such as social norms. Regarding future research directions, existing research mainly investigated the influence of interventions on attitudes and behavioural intentions. Hence, there is still a need for studies to assess more long-term effects of intervention measures on actual meat consumption and their potential to initiate fundamental changes in dietary habits.