Dissociating meat from its animal origins: A systematic literature review

Animal Lives Affected by Meat Consumption Trends in the G20 Countries

Trends in dietary habits have far-reaching implications, but their impact on animals remains insufficiently explored, as many people continue to dissociate meat from individual animal lives. This research study quantifies the temporal development of the number of animal lives affected by meat consumption within the G20 countries between 1961 and 2020 and forecasts for 2030. Production (including slaughter) and historical and projected food balance data were analyzed to explore these trends. The results indicate an increase in the number of animal lives affected due to increasing consumption, but discrepancies exist between different countries and animal categories. Increases are stronger in emerging countries, such as China, than in more industrialized countries, such as Germany. Overall, the number of animals affected grows 1.7 times as fast as meat consumption due to a shift towards poultry. Poultry birds are affected by far the most, and their dominance in number only slightly reduces when considering the differentiated moral values of the animals, reflecting their sentience. Until 2030, we can expect further increases in the number of animal lives affected. The findings highlight the need for progressive legislation to address the complex trade-offs and challenges in reversing the increasing trends in the number of animals affected.

Challenges and processing strategies to produce high quality frozen meat

Freezing is an effective means to extend the shelf-life of meat products. However, freezing and thawing processes lead to physical (e.g., ice crystals formation and freezer burn) and biochemical changes (e.g., protein denaturation and lipid oxidation) in meat resulting in loss of quality. Over the last two decades, several attempts have been made to produce thawed meat with qualities similar to that of fresh meat to no avail. This is due to the fact that no single technique exists to date that can mitigate all the quality challenges caused by freezing and thawing. This is further confounded by the consumer perception of frozen meat as lower quality compared to equivalent fresh-never-frozen meat cuts. Therefore, it remains challenging for the meat industry to produce high quality frozen meat and increase consumer acceptability of frozen products. This review aimed to provide an overview of the applications of novel freezing and thawing technologies that could improve the quality of thawed meat including deep freezing, high pressure, radiofrequency, electro-magnetic resonance, electrostatic field, immersion solution, microwave, ohmic heating, and ultrasound. This review will also discuss the development in processing strategies such as optimising the ageing of meat pre- or post-freezing, and the integration of freezing and thawing in one process/regime to collapse the difference in quality between thawed meat and fresh-never-frozen equivalents.

Methods to assess ambivalence towards food and diet: a scoping review

BACKGROUND

Ambivalence towards food and diet, which favours behavioural inertia, might be a barrier to adopting healthier eating behaviours. Measuring it can help researchers to better understand its relationship with behaviour change and design interventions aimed at resolving it. In this scoping review, we map and describe methods and tools employed in studies to assess, measure or classify the ambivalence of participants towards food- and diet-related attitude objects.

METHODS

In accordance with Joanna Briggs Institute guidance for conducting scoping reviews, we retrieved peer-reviewed studies from MEDLINE, CINAHL, PsycINFO, Web of Science, FSTA and Food Science Source and preprints from PsyArXiv and MedRxiv. Two independent reviewers screened the articles. We considered for inclusion peer-reviewed studies and preprints that assessed the ambivalence of participants of any age, sex or sociodemographic group towards food and diet.

RESULTS

We included 45 studies published between 1992 and 2022, which included participants from 17 countries. Eighteen methods were employed across the included studies to assess different types of ambivalence (felt, potential or cognitive-affective), the most frequent of which were the Griffin Index, the Subjective Ambivalence Questionnaire, the MouseTracker Paradigm and the Orientation to Chocolate Questionnaire.

CONCLUSION

This scoping review identified several methods and tools to assess different types of ambivalence towards food- and diet-related objects, providing an array of options for future studies.

Association of single-nucleotide polymorphisms in dual specificity phosphatase 8 and insulin-like growth factor 2 genes with inosine-5'-monophosphate, inosine, and hypoxanthine contents in chickens

OBJECTIVE

This study aimed to identify the single-nucleotide polymorphisms (SNPs) in the dual-specificity phosphatase 8 (DUSP8) and insulin-like growth factor 2 (IGF2) genes and to explore their effects on inosine-5'-monophosphate (IMP), inosine, and hypoxanthine contents in Korean native chicken -red-brown line (KNC-R Line).

METHODS

A total sample of 284 (males, n = 127; females n = 157) and 230 (males, n = 106; females, n = 124) aged of 10 weeks old KNC-R line was used for genotyping of DUSP8 and IGF2 genes, respectively. One SNP (rs313443014 C>T) in DUSP8 gene and two SNPs (rs315806609A/G and rs313810945T/C) in IGF2 gene were used for genotyping by polymerase chain reaction-restriction fragment length polymorphism (PCR-RFLP) and KASP methods, respectively. The Two-way analysis of variance of the R program was used to associate DUSP8 and IGF2 genotypes with nucleotide contents in KNC-R chickens.

RESULTS

The DUSP8 (rs313443014 C>T) was polymorphic in KNC-R line and showed three genotypes: CC, CT, and TT. The IGF2 gene (rs315806609A/G and rs313810945T/C) was also polymorphic and had three genotypes per SNP, including GG, AG, and AA for the SNP rs315806609A/G and genotypes: CC, CT, and TT for the SNP rs313810945T/C. Association resulted into a strong significant association (p<0.01) with IMP, inosine, and hypoxanthine. Moreover, the significant effect of sex (p<0.05) on nucleotide content was also observed.

CONCLUSION

The SNPs in the DUSP8 and IGF2 genes might be used as genetic markers in the selection and production of chickens with highly flavored meat.

A horse on your plate? A cluster analysis of French consumers hippophagy acceptance

Hippophagy is a practice that is far from being consensual, even among meat eaters. Horse meat consumption remains limited or is even strongly declining in some countries such as France. However, the nutritional, organoleptic and environmental benefits of this meat invite us to consider horse meat products as a valuable alternative source of protein. This research therefore aims to identify and characterize different profiles of consumers and non-consumers of horse meat in terms of personal values, attitudes, motivations and behaviors. Based on data from a quantitative survey among 482 French meat consumers, we distinguish 4 categories of individuals: "Enthusiast", "Distant", "Aversive" and "Potential". While "Distant" and "Aversive" show a low level of acceptability towards horse meat, "Enthusiast" and "Potential" reveal characteristics that are favorable to horse meat consumption. Targeted strategies to support the horse meat market are proposed and discussed in light of these results that also provide insight into the future for meat in general.

Evaluating the effectiveness of vegetarian appeals in daily life: Comparing positive and negative imagery, and gauging differential responses

Persuasive appeals designed to reduce meat consumption often employ graphic images of the harms perpetuated by eating meat (e.g., cruel factory farming practices). However, because people are motivated to see themselves as moral, appeals that highlight omnivores' moral failings might be resisted or even backfire. Furthermore, individuals differ in ways that may influence their motivations and attitudes toward animals and meat-eating, and their responses to these appeals. Thus, in a two-week intervention study (N = 427), we compared effects of two vegetarian appeals-one employing graphic negative imagery (footage of factory farming cruelty), the other employing positive imagery (footage from farmed animal sanctuaries)-on daily meat consumption and related affects and cognitions. We also examined several personality traits and other individual differences that may confer differential effects of these appeals. Although neither appeal significantly reduced meat consumption, both the positive and negative appeal increased intentions to eat less meat, and led to more negative affect and cognition when eating meat. Moreover, several individual difference variables moderated the effects of these appeals on actual and intended meat consumption. Findings are discussed in relation to the difficulty of changing morally troublesome behaviour, and the use of graphic appeals despite their unclear impact on behaviour.

Consumers' Attitudes towards Animal Suffering: A Systematic Review on Awareness, Willingness and Dietary Change

Planetary and human health depend on Westerners' ability to reduce meat consumption. Meat production degrades the environment while excessive meat intake is associated with cancer and cardiovascular disease, among others. Effective reasons and motivations are needed for consumers to change their diet. The fact that modern animal agriculture inflicts a great deal of pain on animals from their birth to their slaughter, animal welfare/suffering may drive consumers to curtail their meat consumption. This systematic review examined a total of 90 papers to ascertain consumers' awareness of the pain animals experience in animal agriculture, as well as consumer attitudes towards meat reduction due to animal welfare. Results show that consumers have low awareness of animal agriculture. Awareness of animal agricultural practices and animal sentience is associated with increased negative attitudes towards animal suffering. Animal suffering due to farming practices, transportation, slaughter, and animal sentience are factors that may encourage a reduction in meat consumption, and even dietary change in the short term. There is also evidence that animal suffering may be a more compelling motivation for consumers' willingness to change their diet than for health or environmental reasons. Therefore, increasing consumers' awareness of animal suffering in meat production is paramount to contributing to reduced pressure on the environment and improved human health.

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.

Animal rights, environment, or health? Effects of argument type and dissonance on the attitudes toward the consumption of animals

The scientific literature and advocacy organisations highlight three harm-related arguments as paramount reasons for the reduction and cessation of the consumption of animal-derived products (ADP) - violence toward animals, damage to the environment, and human health. However, research on their comparative effects is scarce and there is no clear definition of which type of argument is the most effective in restricting ADP consumption. Based on cognitive dissonance theory, this study aimed to investigate the effects of these types of arguments on meat-eaters' attitudes and beliefs toward the propositions of reducing and ceasing ADP consumption. The study sample comprised 545 Brazilian adults. We adopted an experimental between-subjects design based on the presentation of vignettes. Each participant responded to one of the vignettes (animal rights, environmental, or health arguments) or a control condition. Results showed that greater levels of ADP-related dissonance provoked greater positive attitudes toward the reduction and cessation of ADP consumption. Compared to baseline, the animal rights and environmental messages significantly increased dissonance and positive attitudes toward ADP restriction, but not the health argument. Participants most frequently adopted the dissonance-management strategies of denial of responsibility, denial of harm, and the articulation of beliefs favourable to change. The discussion highlights that the different effects of social influence contexts and argument types depend on their capacity to reveal ADP consumption as morally problematic behaviour. To our knowledge, this is the first study to experimentally compare the effects of animal rights, environmental and health-related arguments in generating ADP-related dissonance and attitude change.

Jumping on the Bandwagon of Responsibility—Or Not? Consumers’ Perceived Role in the Meat Sector

It is evident that sustainable meat consumption and production require shared responsibility for actions and consequences by consumers and producers. Therefore, this study aimed to identify the relevant focus areas within the meat food value chain that consumers attach relevance to. Furthermore, the study provides an understanding of potential actions of consumer social responsibility (CNSR) and reasons for not taking responsibility. The study is based on an online consumer survey (n = 1003) including standardized and open-ended questions. Data were analyzed via content analysis using a combination of inductive and deductive analyses in an iterative process. Results reveal that consumers consider animal husbandry as the core area where there is a need to take responsibility. This is followed by food safety, slaughtering, and transport, while environment and social issues related to the working conditions of employees are judged to have lower relevance. In most focus areas, the large majority of respondents attribute responsibility to one or several of the other stakeholder groups but not to consumers of meat products. Recommendations for the meat sector as well as for policymakers are derived in this paper to further encourage meat consumers to take their part of the overall responsibility.

It's not just about the food: Motivators of food patterns and their link with sustainable food neophobia

Food sustainability has been a growing focus in an attempt to limit climate change; as a result, the sustainable food market and an onset of social behaviors, such as shopping local and eating plant-based, is increasing. Limited however, is the understanding of how these sustainable food options are perceived among individuals who have different motivations for eating the way that they do. The situated identity enactment model and food neophobia literature are used to conceptualize the development of a model outlining how physical health, culture, and sustainability driven motivations of food patterns influence one's fear of sustainable food-moving beyond attitude as a suitable measurement in this context due to the complexity in the way select situational ques are cognitively processed. Data were collected among a representative U.S sample (n = 414) and analyzed through structural equation modeling using plant-based meat as the product of focus. Individuals whose food choices are culturally driven showed greater sustainable food neophobia and as motivations were more sustainability driven, the less fear they had of such foods. Contrary to what existing literature suggests, those driven by physical health showed no significance in the effects of their food patterns on neophobia even when considering a food option often positioned as healthier. Results also provided evidence of high local identity being a positive predictor of neophobia among those whose choices were culturally and sustainably driven. This study highlights the sensitivity of sustainable food and the importance of considering context, norms, and identity on food behaviors, regardless of one's underlying motives for food choices. Findings are influential in advancing social psychology literature on food behaviors and encourages the use of the model on other sustainable food products.

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.

Psychological Science in the Wake of COVID-19: Social, Methodological, and Metascientific Considerations

The COVID-19 pandemic has extensively changed the state of psychological science from what research questions psychologists can ask to which methodologies psychologists can use to investigate them. In this article, we offer a perspective on how to optimize new research in the pandemic's wake. Because this pandemic is inherently a social phenomenon-an event that hinges on human-to-human contact-we focus on socially relevant subfields of psychology. We highlight specific psychological phenomena that have likely shifted as a result of the pandemic and discuss theoretical, methodological, and practical considerations of conducting research on these phenomena. After this discussion, we evaluate metascientific issues that have been amplified by the pandemic. We aim to demonstrate how theoretically grounded views on the COVID-19 pandemic can help make psychological science stronger-not weaker-in its wake.

Unpalatable truths: Commitment to eating meat is associated with strategic ignorance of food-animal minds

Animal minds are of central importance to debates about their rights and welfare. Remaining ignorant of evidence that animals have minds is therefore likely to facilitate their mistreatment. Studying samples of adults and students from the UK and US we found that, consistent with motivational perspectives on meat consumption, those who were more (vs. less) committed to eating meat were more motivated to avoid exposure to information about food-animals' sentience (Studies 1), showed less interest in exposure to articles about intelligent food animals (Studies 2a and 2b), and were quicker to terminate exposure to internet pop-ups containing information about food-animals' minds (Studies 3a and 3b). At the same time, those who were more (vs. less) committed to eating meat approached information about companion-animals' minds (Studies 2a-3b) and unintelligent food animals (Studies 2a and 2b) in largely the same ways. The findings demonstrate that, within the UK and US, the desire to eat meat is associated with strategies to avoid information that is likely to challenge meat consumption.

Accuracy of Risk Perception of Zoonoses Due to Intensive Animal Farming and People’s Willingness to Change Their Animal Product Consumption

Zoonoses have become more frequent and intense. As intensive animal farming plays a role in the emergence of zoonoses, the increase in intensive animal farming increases the risk of future zoonotic outbreaks. This raises the question of to what extent people are aware that intensive animal farming poses a risk to zoonoses. Furthermore, if people would be made aware, would they be willing to take protective measures, such as reducing their animal food consumption? This was investigated in a representative descriptive study of 1009 Dutch citizens. We measured participants’ perception of the risk of intensive animal farming and their perception of the way animals are treated. We measured their willingness to consume fewer animal products and their opinions on governments banning intensive animal farms. Additionally, participants estimated the percentage of meat from intensive farms that they consume. The main results showed that most participants were aware that zoonoses can occur through intensive animal farming, but not where their meat comes from. The majority of participants were willing to change their animal consumption behavior if this could reduce future zoonotic outbreaks.

Meet your meat: The effect of imagined intergroup contact on wanting and liking of meat

Increased global meat consumption has negative impacts on animal welfare, the environment, as well as health. The current study is the first to investigate whether imagined intergroup contact with a farmed animal changes wanting and liking of beef and reduces willingness to consume meat. Collegians [N = 100, 67% female] imagined having a positive experience with either a calf (n = 36), kitten (n = 33), or child (n = 31). Following the imagined interaction, they completed the Leeds Food Preference Questionnaire to measure implicit and explicit wanting and explicit liking of beef and other types of meat relative to other food categories. Participants also indicated their willingness to reduce meat consumption. Results revealed that there were no significant differences between groups in explicit wanting or liking of beef or meat, nor in willingness to reduce future meat consumption. Nevertheless, compared to the kitten and child conditions, participants who imagined interacting with a calf experienced lower levels of implicit wanting and relative preference for beef and other meat products. Our findings suggest that imagined intergroup contact may be an effective manipulation to reduce meat consumption as a part of a broader intervention program.

An appetite for meat? Disentangling the influence of animal resemblance and familiarity

Consumers in modern society are often less exposed to meat that resembles the animal, and thus are less familiar with it, making it difficult to disentangle the influence of these two inputs (familiarity vs. animal resemblance) on meat appetite. Across three studies, we sought to systematically disentangle the impact of familiarity and animal resemblance on meat appetite using inductive (Study 1) and experimental (Studies 2a-2b) approaches. In Study 1 (N = 229) we separated familiarity and animal resemblance into orthogonal dimensions using 28 meat products. Participants provided free associations and rated the products on familiarity, animal resemblance, and appetitive appeal. In Studies 2a and 2b (N = 514) we experimentally examined the independent contributions of familiarity and animal resemblance, using stimuli normed in Study 1. We hypothesized that animal resemblance has its most pronounced influence on appetite when meat products are unfamiliar. Participants' free associations and ratings of the products were in line with this conditional hypothesis (Study1), as were the experimental manipulations of familiarity and animal resemblance (Studies 2a-2b), confirmed by a mini meta-analysis. In all three studies, familiarity had a pervasive influence on appetite. These findings suggest that product familiarity can attenuate the psychological impact that animal reminders have on appetite. Thus, interventions aimed at eliciting animal associations with meat should consider the familiarity of the products employed.

Motivated Moral Outrage Among Meat-Eaters

Many meat-eaters experience cognitive dissonance when aware that their eating behaviors contradict their moral values, such as desires to protect the environment or animals from harm. One way in which people morally disengage from their behaviors—and thus avoid dissonance—is to displace responsibility onto others. Aligning with this notion, results of three studies (total N = 1,501) suggest that expressing moral outrage at third-party transgressors reduces dissonance and preserves moral identity among meat-eaters. When participants understood their in-group as responsible for factory farming’s negative impact or read about factory farming’s harms to animals, expressing moral outrage at third-party transgressors reduced guilt and elevated self-rated moral character. Moreover, reflecting on the morally troublesome nature of meat-eating led participants to express more moral outrage at a third-party organization responsible for animal abuse, an effect eliminated by self-affirmation. These findings substantiate moral outrage as a new mechanism to justify meat consumption.

A structured literature review of the meat paradox

Many people wish to avoid harming animals, yet most people also consume meat. This theoretical ‘meat paradox’ is a form of cognitive dissonance and has grave negative consequences for animal welfare and the environment. Yet, despite these consequences, the meat paradox literature is sparse. The current structured literature review (SLR) explores primary literature up to May 2020, supporting the paradox and uniquely reviewing all known triggers of the paradox (e.g., exposure to meat’s animal origins), all known strategies to overcome the paradox (e.g., avoiding thinking about consumed animals) and how different people (e.g., those of different genders, occupations, ages, dietary preferences, cultures or religions) utilise varying strategies to overcome the paradox. For instance, the review uniquely demonstrates how dietary identity, dietary adherence and meat consumption frequency, among other demographic and psychographic factors, all affect moral (dis)engagement from animals. Overall, this paper has wide-ranging theoretical implications for the meat paradox and social psychological literature, and practical implications for meat reduction policies.

Free word association perceptions of red meats; beef is 'yummy', bison is 'lean game meat', horse is 'off limits'

Reduced consumption of conventional red meats due to environmental and health concerns may create interest in less familiar red meats from alternative animal species. The objective of this study was to identify perceptions of three red meats; beef, a familiar meat, and bison and horse meat, less familiar red meat alternatives. A total of 145 western Canadian participants completed an on-line survey that included a free word association task, food variety seeking and food involvement scales, and meat consumption and demographic questions. The free word association yielded 41 word categories of diverging perceptions of the 3 meats. Beef was described with positive sensory attributes and well-liked foods, yet with environmental, ethical and production concerns, reflecting the 'meat eaters' paradox'. Bison was perceived as a lean game meat, suggesting a lack of awareness of current bison production and retail availability. Horse meat was unfamiliar to 80% of the participants. Horse meat was acknowledged to be consumed in other regions, however as a companion animal and pet, the dominant perception of horse meat was that it was unacceptable for eating. Participants were clustered into four groups based on the combined food-related personality traits of variety seeking and food involvement. The high food involvement cluster associated bison with positive eating quality attributes and may be amenable to its consumption when provided with accurate information about bison production.

Interventions to reduce meat consumption by appealing to animal welfare: Meta-analysis and evidence-based recommendations

Reducing meat consumption may improve human health, curb environmental damage, and limit the large-scale suffering of animals raised in factory farms. Most attention to reducing consumption has focused on restructuring environments where foods are chosen or on making health or environmental appeals. However, psychological theory suggests that interventions appealing to animal welfare concerns might operate on distinct, potent pathways. We conducted a systematic review and meta-analysis evaluating the effectiveness of these interventions. We searched eight academic databases and extensively searched grey literature. We meta-analyzed 100 studies assessing interventions designed to reduce meat consumption or purchase by mentioning or portraying farm animals, that measured behavioral or self-reported outcomes related to meat consumption, purchase, or related intentions, and that had a control condition. The interventions consistently reduced meat consumption, purchase, or related intentions at least in the short term with meaningfully large effects (meta-analytic mean risk ratio [RR] = 1.22; 95% CI: [1.13, 1.33]). We estimated that a large majority of population effect sizes (71%; 95% CI: [59%, 80%]) were stronger than RR = 1.1 and that few were in the unintended direction. Via meta-regression, we identified some specific characteristics of studies and interventions that were associated with effect size. Risk-of-bias assessments identified both methodological strengths and limitations of this literature; however, results did not differ meaningfully in sensitivity analyses retaining only studies at the lowest risk of bias. Evidence of publication bias was not apparent. In conclusion, animal welfare interventions preliminarily appear effective in these typically short-term studies of primarily self-reported outcomes. Future research should use direct behavioral outcomes that minimize the potential for social desirability bias and are measured over long-term follow-up.

The role of meat appetite in willfully disregarding factory farming as a pandemic catalyst risk

Most infectious diseases are zoonotic, "jumping" from animals to humans, with COVID-19 no exception. Although many zoonotic transmissions occur on industrial-scale factory farms, public discussions mainly blame wild animal ("wet") markets or focus on reactionary solutions, posing a psychological obstacle to preventing future pandemics. In two pre-registered studies early in the 2020 pandemic, we examined whether British adults fail to recognize factory farming in causing epidemics, and whether such dismissal represents motivated cognition. Cross-sectional data (Study 1, N = 302) confirmed that people blame factory farms and global meat consumption less than wild animal trade and consumption or lack of government preparedness, especially among meat-committed persons. Experimental exposure (Study 2, N = 194) to information blaming factory farms (vs. wild animal markets) produced lower endorsement of preventive solutions than of reactionary solutions, which was exacerbated among meat-committed persons. These findings suggest that people, especially those highly committed to eating meat, willfully disregard solutions targeting animal agriculture and global meat consumption to prevent future pandemics precisely because such solutions implicate their dietary habits. Better understanding motivated beliefs about the causes of and solutions to pandemics is critical for developing interventions.

How will the COVID-19 pandemic shape the future of meat consumption?

Since its recent onset, the COVID-19 pandemic has altered the daily lives of millions around the world. One area particularly affected is our diets, with food supply chain disruptions, media coverage of food safety issues and restaurant closures all influencing consumer dietary behaviour. Given this situation, we pose a timely question - what is the impact of the current pandemic on longer-term meat consumption patterns? This issue is pertinent given accumulating evidence that overconsumption of meat, particularly red meat, is associated with negative environmental and health outcomes. Here, we discuss how the current pandemic has already begun to shift public awareness of illnesses linked to animals and has resulted in short-term changes in patterns of meat consumption. Past zoonotic outbreaks, such as SARS and swine flu, are also referred to, and we find that these led to similar short-term reductions in meat intake, a shift in the type of meat chosen and longer-lasting impacts on consumer perceptions of the health risks associated with meat. We conclude that, if immediate changes in eating patterns as a result of COVID-19 are retained in the longer term, one possible opportunity to emerge from the current pandemic may be a shift away from overconsumption of meat, leading to potential health and environmental benefits in the longer term.

Perceptions of nutritional value, sensory appeal, and price influencing customer intention to purchase frozen beef: Evidence from Indonesia

The lack of public understanding of frozen meat encourages consumers to buy only fresh meat, which has caused imported frozen meat to remain unabsorbed by the market despite the growing demand for meat. This study aims to analyze consumer perceptions that affect the intention to purchase frozen meat, which is mediated by the attitude toward frozen meat. Several factors were tested: perceived nutritional content, perceived sensory appeal, and perceived price. The method used in this study is quantitative ̶ an online questionnaire collects data from 536 customers who are the buyers and decision-makers in buying meat in their household. Structural equation modeling (SEM) was used to analyze the data. The results of this study indicate that higher consumer perceptions of nutritional content, sensory appeal, and price lead to higher attitudes toward frozen meat and in turn, increase purchase intention.

Promoting 'pro', 'low', and 'no' meat consumption in Switzerland: The role of emotions in practices

Meat consumption has become a contentious issue among the Swiss population. The emotional character of the debates surrounding the necessity for a change of habits, namely a reduction in consumption and a shift in the kind of meat we eat, reveals its particular place in our societies: as a symbolic food with roots in our affective economies, as involved in the creation of a shared culture and national identity, and as a political object used to defend different views. To date, research in sustainable consumption has given much attention to environmental- and animal-friendly groups and their practices. However, certain interest groups have been voicing the right to meat, or promoting alternative forms of meat consumption. In this paper, we seek to understand the affective dimension of 'no', 'low' and 'pro' meat consumption initiatives in the Swiss context. Based on a qualitative study and an understanding of emotions as part of social practices, we draw out what affects and related moralities are being mobilized by prescribers and how they are picked up in practice. By doing so, we contribute to further understanding the emotions and moral registers linked to different approaches to meat (non)consumption, their role in promoting certain practices over others, as well as the dynamics that make reducing meat consumption so controversial. We conclude by discussing the need to take emotions and related moralities seriously as a crucial step towards understanding opportunities for 'healthy and sustainable' food practices.