Why do we (not) reduce our meat intake? Why do we (not) reduce our meat intake?

This study investigated why some people are more motivated to reduce meat consumption than others. In particular, it was explored which specific beliefs play a crucial role in the development of this motivation. Results show that attitude (how good do I think reducing meat consumption is?), subjective norm (do others expect me to eat less meat?), and perceived behavioral control (am I capable of eating less meat?) significantly influence the intention to eat less meat. Attitude, especially beliefs regarding health aspects (e.g., "If I reduce my meat consumption, I would lower my risk of cardiovascular disease"), was particularly relevant. Beliefs regarding environmental impacts and animal welfare were less relevant. In terms of subjective norm, both family and friends were found to be important others. Perceived behavioral control was higher when individuals were convinced that they could prepare meat-free meals, had enough time for their diet, and could easily purchase meat substitutes. The identified beliefs can help design appropriate interventions to increase the motivation to eat less meat.