Motivations, barriers, and strategies for meat reduction at different family lifecycle stages

Predictors of Meat Reduction: The Case of Slovenia

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

Barriers to Adopting a Plant-Based Diet in High-Income Countries: A Systematic Review

Adopting a plant-based diet (PBD) has been shown to reduce the risk of developing certain diseases and is linked to environmental benefits. This review synthesises the evidence on the barriers adults aged 18 to 65 living in high-income countries (HIC) may experience when adopting a PBD. A systematic literature review was conducted using four search databases: Medline, Embase, Global Health, and Web of Science. Barriers were mapped to behaviour change strategies using the COM-B model. Ten studies were included in the final review, including 1740 participants. Five were qualitative, four were cross-sectional, and one was a pre- and-post-intervention study. In total, 40 barriers were identified and synthesised into 11 themes: financial, lack of knowledge, emotional, health, convenience, social, enjoyment of meat, environmental, accessibility, personal ability, and media. Of the 40 barriers, nutritional intake/requirements (categorised into the "health" theme) had the most evidence. This barrier encompassed concerns around being able to meet nutritional needs if an individual were to adopt a PBD. Habits (in the "personal ability" theme), which included established eating habits and habitual behaviours relating to animal-source foods, had the second most evidence alongside the barrier of not knowing what to eat as part of a PBD (in the "lack of knowledge" theme). Education interventions and communication/marketing policies were the behaviour change mechanisms mapped onto these barriers. Future interventions should focus on informing individuals about what to consume as part of a nutritionally balanced PBD and facilitating habitual dietary change.

Willingness for more vegetarian meals in school canteens: Associations with family characteristics and parents' food choice motives in a French community

The school meal system could contribute to the transition towards more sustainable food system by promoting plant-based meals. Knowing whether parents want more vegetarian school meals for their children is a prerequisite for a successful implementation. The present study aimed to estimate the proportion of parents who would opt for more vegetarian school meals for their children and to study associations of willingness with family characteristics and food choice motives. An online survey was sent to parents whose children are registered for school canteen in Dijon (France). We collected child-level information, data on family sociodemographic characteristics, and data on dietary habits and food choice motives of the family. We examined family characteristics associated with the willingness to increase the frequency of vegetarian school meals from one meal per week to two or daily. Generalized linear models were performed. In total, 49% of parents were willing to opt for a second weekly vegetarian meal and 26% for a daily vegetarian meal for their children (n = 1261). Parents willing to opt for more vegetarian meal were more likely to have higher education, be flexitarian or vegetarian and to currently opt for pork-free meals for their children, and their children attended the school canteen less frequently. Environmental motives were positively associated with the willing to opt for a second weekly vegetarian meal; familiarity and sensory appeal motives were negatively associated. Health and animal welfare motives were positively associated with the willing to opt for a daily vegetarian meal and sensory appeal was negatively associated. Increasing the frequency of vegetarian school meals would satisfy a demand expressed by parents but must be accompanied by interventions enhancing pleasure of eating vegetarian meals.

Consumer attitudes and behaviors toward more sustainable diets: a scoping review

There is an urgent need to move toward more sustainable diets. Although this will require radical and systemic changes across food systems, altering consumer ideologies and practices is essential to garner support for such actions. In this scoping review, the evidence on consumers' attitudes and behaviors toward more sustainable diets is synthesized and a range of factors, considerations, and proposed strategies are presented that can contribute to building the societal-level support for urgent and systems-level changes. The findings suggest that consumers, insofar as they are interested in sustainability and have the capacity to engage with the concept, primarily approach the concept of sustainable diet from a human health perspective. However, the interconnectedness of human health and well-being with environmental health is poorly understood and under-researched in the context of consumer behaviors and attitudes toward sustainable diets. This highlights the need for (1) sustained efforts from public health professionals to encourage a realignment of the term sustainable diet with its multidimensional meaning by championing an ecological public health approach in all efforts aimed at promoting more sustainable consumption, from awareness raising to policy development; (2) a broader research lens focused on the multidimensional concept of sustainability in the literature exploring consumer attitudes and behaviors; and (3) the development of multidisciplinary, clear, and evidence-based sustainable-eating messages, including holistic sustainable dietary guidance, to address knowledge gaps, minimize conflicting narratives, and build consumer agency. The findings contribute to understanding how support can be generated for the necessary structural and system-level changes required to support behavior change.

"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.

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.

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.

Gradual behaviour change towards meat reduction: Development and validation of a novel decisional balance scale

Meat reduction is gaining attention among consumers, marketers, policymakers and scientists. Yet little is known about decision-making processes and behaviour change towards meat reduction. This paper explores the applicability of the decisional balance (DB) framework to the field of meat reduction. A novel DB scale to measure the perceived importance of beliefs about meat reduction at different stages of behaviour change was developed and validated in two studies with German meat eaters. In Study 1 (N = 309), the item inventory was tested using an exploratory factor analysis and then validated in Study 2 (N = 809). The results yielded two higher-order DB factors (pros and cons), which were subdivided into five lower-order factors (perceived benefits of a plant-based diet, downsides of factory farming, health barriers, legitimation barriers and feasibility barriers). The pros and cons were summarised in a DB index. All DB factors and the DB index were tested for internal consistency (Cronbach's alpha ≥.70) and aspects of validity. The typical DB pattern of the pros and cons of behaviour change was confirmed: the cons outweighed the pros for consumers who did not intend to reduce meat consumption, while the pros outweighed the cons for consumers who intended to reduce meat consumption. The new DB scale for meat reduction has proven to be a suitable measure to gain insights into consumers' decision making and could be used to develop targeted meat reduction interventions.

Survey of New Zealand consumer attitudes to consumption of meat and meat alternatives

This study examined consumers' consumption, motivations, and concerns regarding meat and meat alternatives by means of an online survey of 1061 New Zealand consumers and review of literature. Outcomes of the survey indicate New Zealanders are overwhelmingly omnivorous (93%), regard taste as the most important factor in their meat purchasing decision followed by price and freshness and consider environmental impact and social responsibility of less importance. Those surveyed indicated willingness to pay 17-24% more for food safety and sustainability related meat attributes. About half of respondents lowered their meat consumption the previous year, mainly red and processed meats, due to lack of affordability and health concerns. Although those surveyed showed high awareness about meat alternatives, their consumption level of the products was very low and more prevalent for female, younger and more educated individuals. Overall, the outlook for meat consumption and meat industry in New Zealand is positive and is likely to remain so for the foreseeable future.

Perspectives of individuals on reducing meat consumption to mitigate climate change: protocol for a scoping review

INTRODUCTION

High consumption of red and processed meat increases the risk of several chronic diseases. Many people, especially in high-income countries, eat more meat than recommended by nutritional and health agencies. Meat production also has negative impacts on the environment and contributes to climate change. Therefore, climate protection, besides health or animal welfare, could motivate individuals to eat less meat. Willingness to reduce meat consumption and motives to do so are not yet fully understood.

METHODS AND ANALYSIS

Based on the Preferred Reporting Items for Systematic reviews and Meta-Analyses extension for Scoping Reviews (PRISMA-ScR) extended guidelines, a scoping review of peer-reviewed original studies will be conducted to address three questions: What is the evidence regarding (1) the willingness of individuals to reduce meat consumption to mitigate climate change, (2) the awareness of individuals about the link between their meat consumption and the potential to mitigate climate change and (3) individuals having reduced meat consumption for the reason of climate protection? We will search the databases Medline (via PubMed), Scopus, Embase, Greenfile (via Ebsco) and PsynDex/CurrentContent/Agris (via Livivo) using a systematic search string. Studies from 2015 onwards, published in English, German, Danish or Dutch, will be included. We will include observational studies, qualitative studies, intervention studies (if they include surveys) and reviews. Data will be summarised in a narrative synthesis, comprising methods, population characteristics, meat type under study, indicators measured and limitations. Key findings will be grouped according to the research questions. This scoping review will help clarify the role of climate protection in individual reduction of meat consumption and identify research gaps in this field.

ETHICS AND DISSEMINATION

Formal ethical approval is not required, as primary data will not be collected in this study. Findings of this scoping review will be presented at scientific conferences and published in a peer-reviewed journal.

TRIAL REGISTRATION NUMBER

https://doi.org/10.17605/OSF.IO/MWB85.

Meat substitutes: Resource demands and environmental footprints

The modern food system is characterized with high environmental impact, which is in many cases associated with increased rates of animal production and overconsumption. The adoption of alternatives to meat proteins (insects, plants, mycoprotein, microalgae, cultured meat, etc.) might potentially influence the environmental impact and human health in a positive or negative way but could also trigger indirect impacts with higher consumption rates. Current review provides a condensed analysis on potential environmental impacts, resource consumption rates and unintended trade-offs associated with integration of alternative proteins in complex global food system in the form of meat substitutes. We focus on emissions of greenhouse gases, land use, non-renewable energy use and water footprint highlighted for both ingredients used for meat substitutes and ready products. The benefits and limitations of meat substitution are highlighted in relation to a weight and protein content. The analysis of the recent research literature allowed us to define issues, that require the attention of future studies.

Consumer Behavior Concerning Meat Consumption: Evidence from Brazil

Recent research has consistently related the production and consumption of meat with environmental degradation, health problems, and damage to animal welfare. However, meat consumption represents a well-established eating behavior among many consumers. After all, meat is a central food in many cultures, and changing eating habits can be very challenging. Nevertheless, there is a group of consumers who have reduced the consumption of meat in their diet. Understanding the facilitators and barriers that influence these behavioral changes in different cultures and contexts can help to promote future collective reductions in meat consumption. This article investigates the main facilitators of and barriers to the reduction of consumption in the largest meat-consuming market in the world to contribute to the advancement of knowledge on meat-reduced diets. In order to achieve this objective, semi-structured interviews were conducted with consumers who reduced their meat consumption. In this context, a content analysis was conducted to identify 22 facilitators and 15 barriers classified according to the COM-B system. This system conceptualizes Behavior, which can be influenced by Capability, Opportunity, and Motivation. The results of this research corroborate previous discoveries or confirm the presence of a set of facilitators of and barriers to the reduction of meat consumption previously suggested in the literature.

A taste of things to come: Effect of temporal order of information and product experience on evaluation of healthy and sustainable plant-based products

Current patterns of meat consumption are considered unsustainable. Plant-based products are presented as a solution. However, while some plant-based products thrive, others do not make the cut due to the information “framing” effect issues related to the way information is presented to the consumers. Information on the nutrition and health properties of food products are usually made available at the point of purchase, but their effect on consumer product evaluation and subsequent purchase intent can also occur later, during or after consumption. This research demonstrates that the effect of nutrition information on product evaluation and purchase intention depends on when such information is made available–before first tasting or after first tasting–and that the information interacts with the taste experience in its effect on product evaluation and subsequent purchase intent. Using three plant-based products as an example, we conducted a cross-cultural experimental sensory evaluation with temporal order of information as the main between-subject experimental condition (informed before taste vs. informed after taste vs. control condition), and product experience phase (expectation vs. experience vs. post-experience phase) and information content as within-subject conditions. Information content had two levels: lower vs. higher share of oat protein in the product (i.e., source of protein vs. high in protein). The results indicate that information generally increases consumers’ purchase intentions with information before tasting having a higher weight when compared to the condition when information was presented after tasting. Presenting the information before tasting also mitigates a drop in the evaluation of taste after tasting, observed in the two other conditions. Further, taste acts as a healthiness cue, but the direction of the inference depends on the availability of health-related information: tasting in the informed condition increased the healthiness perception, whereas tasting in the uninformed condition had the opposite effect. Giving the information before the first tasting also increased the weight of healthiness as compared to taste in the formation of purchase intentions. These findings contribute to a better understanding of the effect of temporal order of information and product tasting have on the consumers’ product evaluations of plant-based products from theoretical and managerial perspectives.

Understanding Key Factors Influencing Consumers’ Willingness to Try, Buy, and Pay a Price Premium for Mycoproteins

Mycoprotein is a fungal-based meat alternative sold in food retail in various countries around the world. The present study builds on a multi-national sample and uses partial least square structural equation modeling. The proposed conceptual model identified key factors that are driving and inhibiting consumer willingness to try, buy, and pay a price premium for mycoprotein. The results relate to the overall sample of 4088 respondents and to two subsample comparisons based on gender and meat consumption behavior. The results show that the biggest drivers of willingness to consume mycoprotein were healthiness, followed by nutritional benefits, safe to eat, and sustainability. Affordability and taste had mixed results. Willingness to consume mycoprotein was inhibited if nutritional importance was placed on meat and, to a lesser extent, if the taste, texture, and smell of meat were deemed important. Best practice recommendations address issues facing marketing managers in the food industry.

Benefits and Risks Associated with Meat Consumption during Key Life Processes and in Relation to the Risk of Chronic Diseases

Red meat has been an important part of the diet throughout human evolution. Overall, when included as part of a healthy and varied diet, red meat can provide a rich source of bioavailable essential nutrients and high biological value protein. The present paper discusses the dietary role/impact of red and processed meat, with some reference to the relative effect of white meat, in a range of chronic conditions including iron-deficiency anaemia, cardiovascular diseases (CVD), cancer and dementia. The role of red meat in relation to key physiological conditions such as maintaining skeletal muscle and bone health and during pregnancy is also discussed. The inclusion of lean red meat in a healthy, varied diet may be beneficial during these critical conditions. There is however increasing evidence that red meat and especially processed meat are associated with increased risks of CVD, cancer and dementia whereas white meat is neutral or associated with a lower risk. There now seems little doubt that processed and unprocessed meat should have separate public dietary guidance.

Exploring young Australians' understanding of sustainable and healthy diets: a qualitative study

OBJECTIVE

This qualitative study aimed to explore young Australians' perspectives, motivators and current practices in achieving a sustainable and healthy diet.

DESIGN

Semi-structured online interviews were conducted with young Australians. Interviews were audio-recorded using the online Zoom platform, transcribed and analysed using a deductive analysis method by applying the Theoretical Domains Framework and inductive thematic data analysis.

SETTING

Young Australians recruited via social media platforms, noticeboard announcements and flyers.

SUBJECTS

Twenty-two Australians aged 18 to 25 years.

RESULTS

The majority of participants were aware of some aspects of a sustainable and healthy diet and indicated the need to reduce meat intake, increase intake of plant-based foods, reduce food wastage and packaging and reduce food miles. Young adults were motivated to adopt more sustainable dietary practices but reported that individual and environmental factors such as low food literacy, limited food preparation and cooking skills, lack of availability and accessibility of environmentally friendly food options and costs associated with sustainable and healthy diets hindered their ability to do so.

CONCLUSIONS

Given the barriers faced by many of our participants, there is a need for interventions aimed at improving food literacy and food preparation and cooking skills as well as those that create food environments that make it easy to select sustainable and healthy diets. Future research is needed for longitudinal larger scale quantitative studies to confirm our qualitative findings. In addition, the development and evaluation of individual and micro-environmental-based interventions promote sustainable and healthy diets more comprehensively.

Where we work determines what we eat: A qualitative exploration of the multi-dimensional influences on meat consumption when home and office working during the Covid 19 lockdown in London, UK

Food choices, including the decision to consume meat, are complex and determined by many inter-related influences. This study examined the choice of working professionals to consume meat in the context of forced changes in working conditions during lockdowns in London during the Covid 19 outbreak in 2020–21. Guided by an adapted Ecological Framework depicting influences on food choice in this context, semi-structured interviews were conducted with 33 employees of a financial services consultancy who normally work from offices in central London but were homeworking at the time of research. Food choices associated with all meals (but especially lunches) when working in each setting were explored. Four key themes emerged from the research. Firstly, when office-working the influence of colleagues (social environment factor) on the choice to consume meat was variable and individual-level factors, particularly personality traits, impacted the extent of social influence. Secondly, limited availability of non-meat options and preferences for buying meat-based meals outside the home (physical environment factor), contributed to more meat consumption when office-working. Thirdly, alignment of food choices between household members (social environment factor), largely for convenience reasons, resulted in a greater likelihood of non-meat meals being eaten when homeworking. Finally, not having to commute (physical environment factor) meant participants had more time available, resulting in changes to routines and priorities (individual-level factors), with some reduced meat consumption. Overall, research findings contribute to building understanding of how both home and office-working influence the choice to consume meat. Findings may be used to inform strategies to reduce meat consumption, which will in turn play a role in supporting global climate change targets and reducing harm to the natural environment associated with food choices.

The 'sustainability gap' of US broiler chicken production: trade-offs between welfare, land use and consumption

In 2018, over nine billion chickens were slaughtered in the United States. As the demand for chickens increases, so too have concerns regarding the welfare of the chickens in these systems and the damage such practices cause to the surrounding ecosystems. To address welfare concerns, there is large-scale interest in raising chickens on pasture and switching to slower-growing, higher-welfare breeds as soon as 2024. We created a box model of US chicken demographics to characterize aggregate broiler chicken welfare and land-use consequences at the country scale for US shifts to slower-growing chickens, housing with outdoor access, and pasture management. The US produces roughly 20 million metric tons of chicken meat annually. Maintaining this level of consumption entirely with a slower-growing breed would require a 44.6%-86.8% larger population of chickens and a 19.2%-27.2% higher annual slaughter rate, relative to the current demographics of primarily 'Ross 308' chickens that are slaughtered at a rate of 9.25 billion per year. Generating this quantity of slower-growing breeds in conventional concentrated animal feeding operations (CAFO) would require 90 582-98 687 km2, an increase of 19.9-30.6% over the 75 577 km2 of land used for current production of Ross 308. Housing slower-growing breeds on pasture, the more individually welfare-friendly option, would require 108 642-121 019 km2, a 43.8-60.1% increase over current land use. Allowing slower-growing breeds occasional outdoor access is an intermediate approach that would require 90 691-98 811 km2, an increase of 20-30.7% of the current land use, a very minor increase of land relative to managing slower-growing breeds in CAFOs. In sum, without a drastic reduction in consumption, switching to alternative breeds will lead to a substantial increase in the number of individuals killed each year, an untenable increase in land use, and a possible decrease in aggregate chicken welfare at the country-level scale. Pasture-based management requires substantial additional land use. These results demonstrate constraints and trade-offs in animal welfare, environmental conservation and food animal consumption, while highlighting opportunities for policies to mitigate impacts in an integrated manner using a One Health approach.

Eating in Season—A Lever of Sustainability? An Interview Study on the Social Perception of Seasonal Consumption

Seasonality is a lever of sustainability. However, very little is known about the social perceptions of “in season” food consumption. We aimed to explore different French social groups’ perceptions of seasonality, “in season” food choices, and their respective advantages or disadvantages. We interviewed 73 individuals (general population = 32, clients of short supply chains = 28, Etiquettable (a sustainability app) users = 13). In-depth, semi-structured interviews using open-ended questions were conducted. Content and thematic, textual, and quantitative analyses were performed. We found four clusters of interviewees who differed in social backgrounds and motivations for eating “in season.” A social divide between individuals for whom “eating seasonally” was a priority (upper strata), and those who “eat unseasonally” (lower strata) was highlighted. An analysis of motivations showed a contrast between individuals who were familiar with seasonal food rhythms and aimed to support the local economy and the older generation for whom seasonal products gave better value for money. The implications of public action on sustainable consumption are discussed with respect to the knowledge of seasonality, targeted segments of the population, and a combination of arguments to encourage seasonal consumption.

Making More Sustainable Food Choices One Meal at a Time: Psychological and Practical Aspects of Meat Reduction and Substitution

Switching out meat in favour of plant-based alternatives such as meat substitutes is an important step towards eating more sustainably. Here, the aim was to identify and explore the specific barriers experienced by Swedish consumers when replacing meat with more sustainable alternatives. All meat-eating participants in this study reported some interest in reducing their meat consumption. Aspects of home-use and central-location test methods were combined by using a digital conferencing system to host cooking sessions and focus group discussions online, which was shown to be a viable setup even in this hands-on setting. The discussions targeted participants' experience preparing meals using meat substitutes as well as their perceived motivators and barriers to reducing meat consumption. Four themes identified through thematic analysis indicated that meat-eating participants, despite their desire or intent to reduce their meat consumption, experienced barriers relating to the following: internal conflict due to holding multiple positive and negative beliefs about meat simultaneously (ambivalence), justification of eating meat (rationalisation), a desire for variety in and control over their food choices (agency), and sensitivity to the views and expectations of other people and the situational context regarding meat (social and structuralfactors). Possible strategies to support ambivalent individuals in aligning their behaviour with their beliefs instead of vice versa are discussed in the context of the meat paradox. Agency and practical skills, including increasing knowledge in preparing meals with plant-based proteins, likely play a role in bridging this intention-behaviour gap.

Improving the organoleptic and structural-chemical properties of semi-smoked sausages

The decline of meat resources and the rapid growth of the world's population creates a need for resource management. The purpose of the study was to test the original technology of the semi-smoked sausages production adding goji berries at different concentrations, and to assess the technological risks in the production of sausages. 400 pieces of semi-finished sausages were divided into 4 groups, 100 pieces each. The sausages for the first control group were made according to the “Krakowska” recipe. The remaining three groups were experimental, with the addition of goji berry at different concentrations (30, 50 and 70 g per 100 kg of meat). The prepared samples were analysed for the content of particulate matter and water using hydrological methods. All experimental samples were recorded with a decrease in water activity by 1.2 times compared with the control (p ≤ 0.05 between the 1st and 4th groups). A new technology for the production of semi-smoked sausage adding goji berries powder at a concentration of 0.3, 0.5, and 0.7% to meat is proposed and tested. The addition of goji berries provides solidity to the sausage samples, as well as better organoleptic and structural-chemical properties compared to the control.

Is Eating Less Meat Possible? Exploring the Willingness to Reduce Meat Consumption among Millennials Working in Polish Cities

Reducing the consumption of meat constitutes an important part of the global shift towards more sustainable food systems. At the same time, meat is firmly established in the food culture of most human beings, and better understanding of individual behaviors is essential to facilitate a durable change in contemporary eating patterns. To determine the level and nature of attachment to meat among consumers, the Meat Attachment Questionnaire (MAQ) in relation to the phases of behaviour change in the meat consumption reduction process was utilised. Data collected through a survey carried out among Poles aged 25-40 years living in cities were analysed with the use of Spearman's correlations and one-way ANOVA with Tukey's post-hoc tests. The biggest share of the studied group of millennials (N = 317) never considered reducing their meat consumption (Phase 1-41%) and was described by the highest level of MAQ score in all its categories: hedonism, affinity, dependence, and entitlement. More than half of the respondents in Phase 2 participants ("planners") declared a willingness to cut down meat consumption but had not yet put their intentions into practice. Respondents qualified in Phase 3 declared the highest willingness to reduce meat consumption and were significantly less attached to meat regarding all MAQ categories than respondents in Phase 1. The 9% of the study participants (Phase 4) had already limited the frequency of their meat consumption to "several times a week", this however still remains insufficient compared to the ambitious goals of sustainable healthy diets. Results indicated that meat attachment categories, especially hedonism and dependence, were identified as predictors of willingness to reduce meat consumption. Research exploring the determinants of change and possibilities of effective communication about meat reduction on an individual level in different cultural settings are needed.

Sparking Change: Evaluating the effectiveness of a multi-component intervention at encouraging more sustainable food behaviors

Facilitating the adoption of more sustainable food behaviors is key in order to reduce pressure on nature and improve public health. Food businesses that interact directly with consumers are well placed to enable a positive change in food behaviors. The present study evaluates the effectiveness of a 9-week multi-component behavioral intervention implemented by a large UK food retailer. Three food behaviors were explored: meat consumption, food waste and scratch cooking. Evaluation methods comprise of surveys issued pre-intervention, at intervention-end and at delayed follow-up (3 months after intervention end), and focus groups where participants were divided according to life-stage (pre-family, family, retired). Results show the intervention mitigated individual barriers to change and had a positive impact on awareness, intention and behavior which lasted beyond intervention-end. Participants reported reducing their meat consumption and food waste and cooking more frequently from scratch. Findings indicate that the online community, 'ask the expert' videos and product samples were the most impactful intervention components, while recipes and cook-alongs were less effective. This study provides an effective and feasible intervention which could be implemented and scaled by food companies. While behavioral interventions offer a positive opportunity for companies to drive consumer behavior change, structural and cultural changes to the food environment will be needed to facilitate long-term change at scale.

What's your beef with meat substitutes? Exploring barriers and facilitators for meat substitutes in omnivores, vegetarians, and vegans

The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption of meat substitutes. While research has discussed the barriers towards the adoption of meat substitutes, there is a lack of studies examining the differences between omnivores and veg*ns. The objective of this research is to explore the facilitators, barriers, and negotiations (i.e., tensions) that various dietary groups encounter with meat substitutes. Six focus groups were conducted and our analysis found clear tension between many influences in food choice. These tensions result in the influences (sensory preferences, meat substitutes' classification, health perceptions, and social/culture) being both facilitators and barriers dependent on the dietary group. Yet, there are also key facilitators across all dietary groups such as resources (packaging and labelling), and food context (restaurants, takeaways), as well as barriers such as the "vegan tax" (high price) and lack of trust. A main value negotiation was also exhibited by all dietary groups, balancing familiarity with food/meal freedom and versatility. We provide a reflection on the practical implications for meat substitute companies.

Psychological Barriers to Pro-Environmental Behaviour Change: A Review of Meat Consumption Behaviours

Meat consumption behaviours contribute significantly to global greenhouse gas emissions. Interventions to enable meat consumption reductions need to consider the psychological barriers preventing behavioural changes. Our aims were twofold; (1) to explore the psychological barriers to reducing meat consumption and how they can be overcome through a Rapid Evidence Review; and (2) to explore the usefulness of integrating the Kollmuss and Agyeman (K&A) model of pro-environmental behaviour and psychological distance, which provides the analytical framework. This review utilised three databases, focussing on empirical studies since 2010, which returned 277 results with seven eligible studies. We found that habit is the most significant psychological barrier to change, however, values and attitudes could act as moderating variables. We found gaps in the behavioural mechanism, indicating the presence of direct and indirect psychological barriers. We identified several actionable policy recommendations, such as utilising co-benefits, the importance of values in messaging, and targeting repeated behaviours. We found that study outcomes did not always translate into policy recommendations, and they were limited by existing policy paradigms. Psychological distance provides additional explanatory power, when combined with the K&A model, therefore, integrating psychological distance across pro-environmental behavioural research and policy could improve the effectiveness of interventions.

Capabilities and Opportunities of Flexitarians to Become Food Innovators for a Healthy Planet: Two Explorative Studies

To support the transition to a more plant-based diet, it is necessary to better understand flexitarians, i.e., individuals who curtail their meat intake by abstaining from eating meat occasionally without fully abandoning meat. Much of the research about eating (less) meat thus far has focused on motivations. However, a dietary shift toward less meat consumption also demands that capabilities and opportunities be taken into account. The present study explores the capability and opportunity variables in terms of enablers and barriers to reduced meat consumption. Focus group discussions (Study 1) and a survey study (Study 2) were conducted. Study 1 provides an overview of what food consumers perceive as capabilities and opportunities in the context of limiting meat consumption. Study 2 quantifies the aspects of capabilities and opportunities with a special focus on enabling and constraining aspects regarding plant-based meat substitutes. Both studies examine what Dutch flexitarians designate as capabilities and opportunities in transitioning to eating less meat in everyday life. More insight into this helps to find and facilitate food choices that make the flexitarian choice an easier and more obvious one and consequently contribute to flexitarians as food innovators for a healthy planet.

Identifying barriers to decreasing meat consumption and increasing acceptance of meat substitutes among Swedish consumers

A key lifestyle change people could make to reduce their environmental impact is to reduce their meat consumption. However, meat is still a staple in many people's diet, and some consumers are reluctant to cut down. Meat substitutes, if accepted as adequate replacements for meat, may offer a suitable alternative without leaving consumers feeling dissatisfied. The aim of the present study was to identify psychological barriers to reducing meat consumption and increasing use of meat substitutes among Swedish consumers. Participants engaged in focus group discussions around purchasing, preparing, and consuming meat and meat substitutes. Four main themes were identified through thematic analysis: uncertainty, scepticism, health, and identity. These are discussed in relation to previous work on the barriers to reducing meat consumption. Strategies to communicate the environmental impact of meat to consumers and effect change through behavioural interventions are considered.

Meat Reduction in 5 to 8 Years Old Children-A Survey to Investigate the Role of Parental Meat Attachment

It is by now well established that a plant-based and meatless or reduced-meat diet is an important contribution to a sustainability and healthy diet. This work discusses important determinants for parents of implementing a meat reduced diet for their children. A questionnaire was conducted with 90 parents of children aged 5-8 years living in Germany, where they had to choose one out of three options of a dish, namely meaty, reduced meat and no meat, for their child. The results show that the parent's attachment to meat and the associated attitudes and habits play a crucial role in their meal choice and therefore eating behaviour, including consumed amounts of meat, of their child. Moreover, perceived tastiness, healthiness and balanced serving style, as well as the child's preferences influences the parent's decision. The findings of this work provide valuable insights to the food industry and food producers, health professionals and public health, as it highlights the background, as well as some drivers and barriers for parents choosing a dish with less meat for their children.

Cost and greenhouse gas emissions of current, healthy, flexitarian and vegan diets in Aotearoa (New Zealand)

Objective

To compare the costs and climate impact (greenhouse gas emissions) associated with current and healthy diets and two healthy and environmentally friendly dietary patterns: flexitarian and vegan.

Design

Modelling study

Setting

Aotearoa (New Zealand).

Main outcome measures

The distribution of the cost and climate impact (kgCO₂e/kg of food per fortnight) of 2 weekly current, healthy, vegan and flexitarian household diets was modelled using a list of commonly consumed foods, a set of quantity/serves constraints for each, and constraints for food group and nutrient intakes based on dietary guidelines (Eating and Activity Guidelines for healthy diets and EAT-Lancet reference diet for vegan and flexitarian diets) or nutrition survey data (current diets).

Results

The iterative creation of 210–237 household dietary intakes for each dietary scenario was achieved using computer software adapted for the purpose (DIETCOST). There were stepwise differences between diet scenarios (p<0.001) with the current diet having the lowest mean cost in New Zealand Dollars (NZ$584 (95% CI NZ$580 to NZ$588)) per fortnight for a family of four) but highest mean climate impact (597 kgCO₂e (95% CI 590 to 604 kgCO₂e)), followed by the healthy diet (NZ$637 (95% CI NZ$632 to NZ$642), 452 kgCO₂e (95% CI 446 to 458 kgCO₂e)), the flexitarian diet (NZ$728 (95% CI NZ$723 to NZ$734), 263 kgCO₂e (95% CI 261 to 265 kgCO₂e)) and the vegan diet, which had the highest mean cost and lowest mean climate impact (NZ$789, (95% CI NZ$784 to NZ$794), 203 kgCO₂e (95% CI 201 to 204 kgCO₂e)). There was a negative relationship between cost and climate impact across diets and a positive relationship within diets.

Conclusions

Moving from current diets towards sustainable healthy diets (SHDs) will reduce climate impact but generally at a higher cost to households. The results reflect trade-offs, with the larger constraints placed on diets, the greater cost and factors such as nutritional adequacy, variety, cost and low-emissions foods being considered. Further monitoring and policies are needed to support population transitions that are country specific from current diets to SHD.

Campus Decarbonization: Students’ Perceptions for Reducing Meat Consumption in a Portuguese University

This study is focused on perceptions regarding meat consumption, targeting university students. This is a timely topic in a context of climate change (CC), sustainability in agri-food systems and in universities. Recently, some universities adopted food-related CC mitigation measures, by removing some types of meat from their canteens. This research intended to find trends, at a Portuguese university, on consumption habits and on willingness to reduce meat. The methodology follows a quantitative and descriptive approach. The universe is the students’ community from the University of Aveiro, with a random sample of 876 valid questionnaires. Although results show that meat is a substantial part of students’ diet, most of them are willing to reduce this product, and mainly for environmental reasons. Undergraduate students have higher level of awareness in this matter, namely from Natural Sciences. Female students are more receptive to diet changes. Further studies and educational actions on Diet-CC should be promoted in all levels of Academy, especially in PhD, Social Sciences and with gender differentiation. Such results may support an effectively participatory discussion to better decide on decarbonization of the Campus through the diet.

Young adults' experiences with flexitarianism: The 4Cs

Meat reduction has important implications for public health and the environment. With people more likely to reduce their meat consumption than eliminate it completely, there is increased interest in flexitarian (reduced meat) diets. Young adults in particular are transitioning towards a flexitarian diet, yet there is very little research on this crucial sub-set of the population. In this research, 23 interviews are conducted with young adults aged 18-35 in New Zealand to explore their lived experiences (i.e., motivations, strategies and barriers) towards flexitarianism. The research finds young adults are encouraged to transition towards flexitarianism due to increased control, through a transition away from home which is enabled through cooking strategies, social support and experimentation. Young flexitarians are motivated to reduce meat consumption due to concern about various individual (health, variety, price, reduce social unease) and altruistic (environment and ethics) motivations. Continued meat consumption is mainly driven by a need to compromise at social gatherings, and due to positive associations with variety, nutrients and fullness as well as taste due to cravings. The findings have several implications for social marketing and public health, particularly around supportive social settings, seeing flexitarianism as a 'not all or nothing approach' (one does not have to be a full vegetarian or a meat eater, but can instead be something in between), positive emotions such as pride associated with meat reduction, and that documentaries and social networks are key triggers for meat reduction.

Optimising the use of proteins from rich meat co-products and non-meat alternatives: Nutritional, technological and allergenicity challenges

An exponential growth in the global demand for high quality proteins over the next 20 years is expected, mainly due to global population growth and the increasing awareness toward protein rich foods for more nutritive diets. Coupled with this, is the pressing need for more sustainable approaches within a bio-economy mindset. Although meat production is expected to increase to address this rising demand, a better use of the currently available resources provided by the food, and specially, the meat industry is required. In this regard, despite the high-quality proteins and other nutrients found in meat co-products; they are currently underused and their valorisation needs to be revisited. Also, emerging protein sources need to be investigated to alleviate the environmental pressure coming from the meat industry. In this review, the main focus was attributed to (i) the current and forthcoming challenges for the use of meat co-products as meat replacers to produce a new range of meat derived products (with high nutritional value, improved technological properties and better consumer acceptance); (ii) their performance regarding to the non-animal origin proteins currently used as meat protein replacers; and (iii) the allergenicity of the proteins that might fall into the category of novel protein sources.

Meat consumption: Which are the current global risks? A review of recent (2010-2020) evidences

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Consumption of fatty meats may increase risks of cardiovascular diseases and cancer.

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Production of red meats increases greenhouse gases (GHG) emissions contributing to the global warming.

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Consumption of wild meats can pose some serious risks of transmission of viruses from animals to humans.

Meat consumption has been increasing since the 1960s, but especially from the 1980s decade to today. Although meat means an important source of nutrients, it is also evident that a great consumption of this source of proteins has also a negative environmental impact. Livestock production does not only have a negative influence on GHG emissions, but also on the water footprint, water pollution, and water scarcity. With respect to human health, in 2015 the International Agency for Research on Cancer (IARC) stated that red meat was a probable carcinogen to humans (Group 2A), while consumption of processed meat was carcinogenic to humans (Group 1). Most environmental contaminants (PCDD/Fs, PCBs, PBDEs, PCNs, etc.) that are frequently found in meats are highly soluble in fats. Therefore, avoiding ingesting fats from red meats and meat products, doubtless would help in the prevention, not only of the well-known cardiovascular diseases derived of fats consumption, but also of certain kinds of cancers, mainly colorectal cancer. On the other hand, consumption of meat – especially wild meat – is related to virus infections, as many viruses have been found in wild meat trade markets. Based on the scientific literature here reviewed, we have noted that the results of the investigations conducted after the statement of the IARC, have corroborated the recommendation of reducing significantly the consumption of red meats and meat products. In turn, the reduction of meat consumption should contribute to the reduction of GHG emissions and their considerable impact on global warming and climate change. It seems evident that human dietary habits regarding meat consumption in general, and red meats and wild meats in particular, should be significantly modified downward, as much and as soon as possible.