Reducing meat consumption: Identifying group-specific inhibitors using latent profile analysis

Change Meat Resistance: Systematic Literature Review on Consumer Resistance to the Alternative Protein Transition

Consumer resistance significantly impedes the transition from animal-derived proteins to alternative protein sources through a dual mechanism: consumer reluctance to change entrenched meat-eating habits and hesitation among policymakers, marketers, and practitioners due to anticipated resistance. The concept of resistance is intricate and viewed diversely across research disciplines. We conducted an extensive systematic literature review supplemented by an artificial intelligence-based approach. We evaluated 3,387 studies to identify 51 key papers. The results reveal that resistance is under-researched. Resistance to plant-based diets is associated with practical barriers, whereas resistance to reducing meat consumption is tied more to moral and social aspects. Resistance predominantly manifests among unmotivated meat lovers with strong meat-eating habits. On a positive note, resistance reflects consumer concerns, tends to diminish over time, is overrated, and is specifically linked to specific consumer groups. Thus, addressing resistance is vital, as it facilitates the transition to a more sustainable and healthy food supply that relies less on animal proteins.

Increasing Participation and Completion Rates in Questionnaire Surveys of Primary Care Patients: Cluster-Randomized Study

BACKGROUND

Participation and completion rates in questionnaire-based surveys are often low.

OBJECTIVE

This study aims to assess participation and completion rates for a survey using paper and mixed mode questionnaires with patients recruited by research assistants in primary care waiting rooms.

METHODS

This cluster-randomized study, conducted in 2023 in France, involved 974 patients from 39 practices randomized into 4 groups: "paper with incentive" (n=251), "paper without incentive" (n=368), "mixed mode with tablet" (n=187), and "mixed mode with QR code" (n=168). Analyses compared the combined paper group with the 2 mixed mode groups and the "paper with incentive" and "paper without incentive" groups. Logistic regressions were used to analyze participation and completion rates.

RESULTS

Of the 974 patients recruited, 822 (women: 536/821, 65.3%; median age 52, IQR 37-68 years) agreed to participate (participation rate=84.4%), with no significant differences between groups. Overall, 806 patients (98.1%) answered all 48 questions. Completion rates were highest in the combined paper group (99.8%) compared to mixed mode groups (96.8% for paper or tablet, 93.3% for paper or QR code; P<.001). There was no significant difference in completion rates between the "paper with incentive" and "paper without incentive" groups (100% vs 99.7%).

CONCLUSIONS

Recruiting patients in waiting rooms with research assistants resulted in high participation and completion rates across all groups. Mixed mode options did not enhance participation or completion rates but may offer logistical advantages. Future research should explore incentives and mixed-mode strategies in diverse settings.

Navigating family dynamics in the transition to a plant-forward diet: the role of social support

While sustainable diets have predominantly been examined through the lens of individual decision-making, growing evidence underscores the critical role of relational dynamics in the adoption and maintenance of such practices. This study examined the role of relational climate (i.e. cohesion and flexibility) in governing how family units navigate dietary change. Eighty-four individuals who were pursuing a plant-forward diet participated in a 14-day smartphone-based experience sampling study, where they provided qualitative diary entries and quantitative ratings of food consumption, family support, coordination, and tension. Baseline, out-take, and 2-week follow-up surveys investigated the moderating effects of relational climate, as well as change in food consumption, dietary "stage of change," goal achievement and commitment. Participants from balanced cohesive family systems reported receiving more support in their dietary goal, which in turn, was related to lower animal-product consumption and greater goal achievement and commitment. This work highlights the importance of family-based social support for bolstering more sustainable eating practices and offers novel insights for engaging household systems in the transition toward a greener food system.

Challenge your customer: How businesses may trigger change in perceived barriers, capability, and consumption

The global environmental issues require that we redesign food systems. Transitioning towards more plant-based diets is crucial, but there is a gap observed between consumers' intention and behaviour. We propose that businesses in the food sector can play a role by challenging their potential customers to overcome the gap. Drawing on the holistic COM-B model of behaviour change as well as the concept of self-nudging, we conduct an intervention study that shows how a business-driven marketing campaign that mimics challenges in the style of Veganuary could provide an opportunity for change. The mixed methods evaluation reveals that participants significantly reduced meat consumption frequency and maintained this at two months after the challenge. Perceived barriers to eating more plant-based food decreased, while perceived capability to reduce meat consumption increased. Participants talk about health and environment as motives as well as social eating contexts as barriers. We discuss implications for the role of businesses and their marketing activities in the transition to a more sustainable food system.

Translation and validation of the meat attachment questionnaire (MAQ) in a French general practice population

Meat consumption has significant implications for both individual health and the environment. Understanding individuals' attachment to meat is crucial for designing effective interventions to reduce consumption. The MAQ is a tool developed to assess individuals' attachment to meat. This study aims to translate and validate the MAQ into French for use in a general practice population in France. The study was conducted in three phases: translation, pretesting through cognitive interviews, and testing through a cross-sectional study of general practice patients. Descriptive, factorial, and internal consistency analyses were performed to validate the French version of the MAQ. The French version of the MAQ consists of 17 items in four dimensions: Hedonism, Affinity, Entitlement, and Dependence. Face validity was confirmed by cognitive interviews. The RMSEA and CFI were 0.06 and 0.92 respectively, showing acceptable goodness-of-fit. Internal consistency was demonstrated with Cronbach's alpha and Loevinger's H coefficients exceeding 0.7 and 0.3, respectively. The French version of the MAQ is a valid and reliable tool for assessing individuals' attachment to meat in a general practice population. Its application shows promise for the design of targeted interventions to reduce meat consumption, benefiting both individual health and environmental sustainability.

Adults' beliefs related to reducing red meat consumption: An exploratory study in the province of Quebec, Canada

A significant consumption of red meat is associated with various issues (e.g. public health, sustainability, animal welfare). This exploratory study aims to identify the perceived advantages and disadvantages, perceived approval and disapproval by important others, and perceived barriers and facilitators pertaining to reducing red meat consumption among adults. An online questionnaire based on the Theory of Planned Behaviour was used to elicit the salient beliefs of 55 red meat eaters living in the province of Quebec (Canada). A content analysis performed by two independent coders revealed that the predominant themes (modal beliefs) included health, environment, saving money, food preferences, social influence, perceptions of the alternatives of meat, and efforts related to change. This study can inform the development of interventions aimed at promoting the reduction of red meat consumption.

The Importance of Self-Identities and Habitual Behavior for Eating More Plant Foods

OBJECTIVES

This study aimed to identify the predictors of eating more plant-based foods and legumes in terms of previous changes in consumption, habitual frequency of consumption, intention to reduce the amount of meat consumed, and health and environmental identities.

METHODS

A cross-sectional survey was conducted between June and September 2023 in 881 Polish adults. Based on two self-descriptors, four groups of respondents were identified: no health identity and no environmental identity (nHI-nEI), health identity but no environmental identity (HI-nEI), no health identity but environmental identity (nHI-EI), and both health identity and environmental identity (HI-EI). A logistic regression analysis was used to verify associations between habitual eating of red meat, white meat, and legumes, changes in their intake over the past two years, familiarity with plant-based substitutes for animal products, health, and environmental identity, declared intentions to eat less meat, and the intentions to eat more plant-based food and eat more legumes next year.

RESULTS

Individuals were more likely to increase their consumption of plant foods (OR: 1.99, p = 0.001), including legumes (OR: 1.79, p = 0.045), when they represented the HI-EI group, had increased their consumption of legumes in the past two years (OR: 2.91, p = 0.009, and OR: 2.15, p = 0.017, respectively), declared an intention to reduce meat (OR: 8.02, p < 0.001, and OR: 12.08, p < 0.001, respectively), but also occasionally consumed plant-based meat substitutes (OR: 1.76, p = 0.002, and OR: 2.61, p < 0.001, respectively). However, individuals were more likely to increase their consumption of plant foods, but not legumes, if they currently consumed legumes frequently (OR: 1.36, p = 0.009, and OR: 1.22, p = 0.111, respectively) and had previously limited their consumption of red meat (OR: 2.40, p < 0.001, and OR: 1.09, p = 0.717, respectively).

CONCLUSIONS

The habitual frequency of eating red and white meat did not predict the increased consumption of plant foods in the future. It is equally important to increase people's awareness of the impact of the food they consume on health and the environment to support their health and pro-environmental motivation for food choices. Public health and sustainability campaigns should develop new methods to reach populations less willing to change.

Attitudes and Beliefs of Primary Care Physicians and Nurses in Spain Toward Vegan Diets

BACKGROUND

As dietary habits shift in response to environmental concerns and health awareness, understanding healthcare professionals' perceptions of vegan diets is crucial.

OBJECTIVES

This study aimed to identify the beliefs and attitudes of primary care doctors and nurses in Spain towards vegan diets.

METHODS

A questionnaire-based, observational, cross-sectional study was conducted among 208 healthcare professionals.

RESULTS

87% of participants followed an omnivorous diet, while only 3.4% identified as lacto-ovo-vegetarian (LOV) or vegan. Statistically significant differences were observed by sex, with women more likely to agree that livestock farming contributes to global warming (27.3% and 28.0% vs. 17.0% and 12.8%, respectively; p = 0.02). Additionally, women were more inclined to consider vegan diets suitable for vulnerable groups, such as pregnant women and children, when adequately supplemented (24.8% and 17.4% vs. 10.6% and 10.6%, respectively; p = 0.030). Healthcare professionals who followed a LOV or vegan diet were more likely to disagree with the notion that vegan diets do not provide the necessary macronutrients and micronutrients compared to omnivores (strongly disagree 19.9%, 56.3%, 85.7%; p = 0.001 for omnivores, flexitarians, and LOVs/vegans, respectively).

CONCLUSIONS

Current nutrition training may not meet the needs of doctors and nurses. Furthermore, it is implied that some professionals' attitudes towards vegan diets may be more influenced by personal beliefs than by scientific literature. These findings can inform future clinical guidelines and support a more evidence-based approach to dietary counselling for vegan populations.

Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults (n = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians (n = 286). Our findings reveal two distinct groups of flexitarians: ethical (n1 = 140) and utilitarian (n2 = 148). Utilitarian flexitarians exhibit a stronger preference for meat (t(284)= -15.180, p < 0.001), greater food neophobia (t(284) = -4.785, p < 0.001), and lower environmental awareness (t(284) = 7.486, p < 0.001) compared to Ethical flexitarians. The Ethical group, predominantly female (χ2(1) = 13.366, p < 0.001), demonstrates higher life satisfaction (t(284) = 5.485, p < 0.001), better health perceptions (t(284) = 5.127, p < 0.001), and stronger beliefs in reducing meat consumption (t(284) = -8.968, p < 0.001). Additionally, Ethical flexitarians hold more positive views on plant-based meat, perceiving it as healthier (t(284) = 4.326, p < 0.001) and more ethical (t(284) = 4.942, p < 0.001), and show a greater willingness to adopt it (t(284) = 7.623, p < 0.001). While both groups possess similar knowledge and willingness regarding cultured meat and insects, Ethical flexitarians view cultured meat more favourably (t(250.976) = 2.964, p = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.

Perceptions of three diets varying in animal- and plant-based protein contents: Analysis of participant experience diaries

The market for new plant protein-based meat substitutes is expanding, although their consumption remains limited compared to animal-based protein sources. Further research is necessary to comprehend the perceptions of diets in which animal-based protein sources are partially replaced with plant proteins. This qualitative study is part of an intervention trial, during which participants adhered to one of the three intervention diets for 12 weeks: the ANIMAL diet (70% animal-based protein/30% plant-based protein), the 50/50 diet (50% animal/50% plant) or the PLANT diet (30% animal/70% plant). The dataset comprises 79 experience diaries from healthy participants aged 23 to 69. The study investigated perceptions of intervention diets, the meat protein (MPPs) and the plant protein products (PPPs) included in the intervention and self-reported changes in perceptions during the intervention period. These perceptions were categorized into eight themes: body-related experiences, practicalities and everyday life, sensory properties, social situations and special occasions, familiarity and novelty, health, ethical aspects, and non-specific liking. Across the diets, body-related experiences were the most frequently mentioned theme. The ANIMAL diet received more negative than positive comments. In contrast, comments on the 50/50 diet were relatively balanced between positive and negative, and the PLANT diet received more positive comments than negative ones. The PPPs were commented on in a positive way more often than the MPPs were. With consistent exposure, participants reported more positive than negative changes in perceptions. However, there is still room for improvement in enhancing the sensory quality and ease of food preparation of PPPs.

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.

Applying the theory of behavioral choice to plant-based dietary intentions

Improving understanding of the intention to choose plant-based food is an important element of climate change mitigation. A cross-sectional survey of 454 North American adults was used to predict their dietary-change intentions from the theory of planned behavior (TPB) and the more-recently proposed theory of behavioral choice (TBC). The TPB accounted for 65 percent of the variance in intentions and the TBC accounted for a significantly greater (80 percent) proportion of variance. The strongest predictors of intention were the TBC's sense of obligation, attitude-values-affect (AVA), and habit, and the TBP's social norms. Five interactions also contributed in small but significant ways toward the accounting of the participants' food-choice intentions. Policy implications are discussed.

Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study

Consumers' growing awareness of the adverse effects of high meat consumption has led to increased attention to flexitarian or meat-reduced diets. However, most flexitarians do not significantly reduce their meat consumption and still eat many meat-based meals. This study aims to classify the large and heterogeneous consumer group of flexitarians into different profiles based on attitudinal, normative, and control beliefs about meat reduction. Being aware that consumer profiles can change over time, this study explores the dynamics of the identified profiles using a two-wave panel survey of 430 German consumers. Latent profile analysis revealed distinct flexitarian and meat-oriented consumer profiles, including three stable profiles and one non-stable profile across both waves. The findings indicate that flexitarian and meat-oriented consumer profiles differ significantly in their belief structure about meat reduction and that consumers can switch back and forth to other profiles over time. Practitioners should be aware of changes in the belief structure of flexitarian and meat-oriented consumer profiles when developing meat reduction interventions. Further research is needed to understand the reasons behind these profile shifts.

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

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

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.

Meat reduction among post-secondary students: Exploration of motives, barriers, diets and preferences for meals with partial and full meat substitution

Before developing new meat reduction interventions to support increased sustainability, it is important to understand the motives, diets and preferences of consumers who have already made efforts to reduce meat consumption. While self-declaration has been typically used to identify meat reducers, food frequency data suggests some reducers still identify as omnivores, here termed transitional meat reducers. We compared these "transitional" meat reducers to self-declared meat reducers, unrestricted omnivores and vegetarians/vegans for differences in diet, motives for reducing meat, and perceived barriers to consuming more legumes (dried beans, peas or lentils) and plant-based meat alternative products (PBMAs). We also compared their intention to choose four specific entrees where legumes or PBMAs had partially or fully replaced meat. A convenience sample of Canadian university students completed an online survey (N = 438). 34% of participants were self-declared meat reducers, 16% transitional meat reducers, 33% unrestricted omnivores and 16% vegetarians/vegans. Frequency of eating red meat differed, with self-declared meat reducers eating red meat less often than either transitional meat reducers or unrestricted omnivores. Motives for meat reduction were similar in the two reducer groups. Transitional meat reducers reported significantly more frequent consumption of other protein foods and more barriers to legumes but not PBMA, than either unrestricted omnivores or self-declared meat reducers. Lastly, intention to consume all versions of entrees was very similar in both reducer groups, but with increased preference for full vs partial substitution among self-declared reducers. Transitional meat reducers may be a distinct group for meat reduction interventions compared to omnivores or self-declared reducers.

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

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

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.

How Different Dimensions Shape the Definition of Meat Alternative Products: A Scoping Review of Evidence between 2000 and 2021

Consumer awareness of meat-associated health and environmental risks is increasing and motivates a shift toward consuming meat alternatives. This is also reflected in efforts invested in studying meat alternatives from the perspective of nutritional, environmental, and consumer sciences. Despite shared research interest, these studies cannot be readily compared and interpreted because there is no clear consensus on what meat alternatives are. Scholarly debates on acceptance, nutritional value, and environmental advantages of meat alternatives would benefit from a clear definition of meat alternatives. With the goal of defining meat alternatives, relevant scientific literature in the past 10 years was systematically searched and screened guided by the scoping review Preferred Reporting Items for Systematic Reviews and Meta-Analyses extension. The initial search resulted in >100,000 hits, which was reduced to 2465 papers. Next, titles and abstracts were scrutinized using Rayyan.ai, resulting in 193 articles considered for the present review. Article screening and data extraction was performed using ATLAS.ti software. Three major themes were identified to define meat alternative products including: 1) producing and sourcing of ingredients; 2) product characteristics (that is, sensory characteristics, nutritional value, and health profile, social and environmental sustainability profile); and 3) consumer characteristics concerning the marketing and consumption context. Meat alternatives are multifaceted, that is, certain products can be considered as meat alternatives in some context, but not in another context. For any product, it is impossible to unequivocally state that it is a meat alternative. There is a lack of consensus from the diverse literature on what constitutes meat alternatives. However, products may be qualified as meat alternatives according to three key criteria as proposed in a taxonomy: 1) production and sourcing, 2) product characteristics, and/or 3) consumption. We recommend researchers (and other stakeholders) to do so as it allows for better informed future discussions of meat alternatives.

Exploring everyday life dynamics in meat reduction - A cluster analysis of flexitarians in Denmark

Exploring everyday life dynamics in meat reduction - a cluster analysis of flexitarians in Denmark. Flexitarians are attracting increasing attention in the research on meat reduction. But there has been limited focus on comprehensive understandings of a broader range of dynamics that can work as barriers and facilitators for meat reduction. In this article, we use social practice theory (SPT) as a comprehensive approach to barriers and facilitators in meat reduction in everyday life. We present an analysis of data from a representative Danish cross-sectional survey. We show, first, that Danish flexitarians can be divided into four distinct clusters (what we will refer to as classes) in accordance with combinations of everyday facilitators and barriers. Second, we show that the prevalence of these classes varies considerably depending on how long people have been flexitarians. We argue that the patterns in this variation indicate that over time people transition to other classes where barriers to plant-rich eating become less significant, and routinization emerges in different ways. Finally, third, we show that flexitarians do report eating less meat than consumers who label themselves as eating meat with no restrictions. But we also highlight that the difference is relatively modest. Indeed, meat intake is still quite common even in classes where routinization is highest. Throughout the paper, we discuss similarities and differences between the SPT framework and another recent framework, the COM-B model, that also provides a comprehensive approach to the understanding of behavioural change.

Changes in the Current Patterns of Beef Consumption and Consumer Behavior Trends-Cross-Cultural Study Brazil-Spain-Turkey

This cross-cultural study aimed to determine the main factors behind potential changes in eating habits by analyzing changes in the patterns of beef consumption currently observed in Brazil, Spain, and Turkey. To achieve this aim, 412 regular beef consumers from Brazil, 407 from Spain, and 424 from Turkey answered a self-administered questionnaire. The study surveyed the effects of economic factors, switching from beef to other sources of protein, aspects of credence, health-related concerns, the influence of lifestyle on beef consumption patterns, and purchasing decision factors. The most important factors that changed consumer behavior and resulted in a decrease in consumption, mostly among Brazilian and Turkish consumers, were the economics and accessibility of the products. Beef was replaced by other alternative sources of protein that were likewise derived from animals. The consumers whose purchasing intentions were most significantly influenced by credence factors (e.g., indiscriminate use of agricultural products, substandard animal welfare requirements, among others) were Brazilian and Turkish and, to a lesser degree, Spanish consumers. Lifestyle factors (e.g., consumption of out-of-home meals, available time to cook, among others) were demonstrated to alter consumption patterns and therefore must be carefully considered by the industry, taking into account cultural differences and consumer needs. The population under investigation considered that eating beef had no impact on their health.

Meat, myself, and I: The role of multiple identities in meat consumption

Excessive consumption of meat challenges global food security and environmental sustainability. In the mounting literature on identity as a motivator of behaviour, meat consumption has been associated with a handful of identities. Identity theory suggests that people hold multiple identities on different levels of abstraction, but how identities at different levels of abstraction interact and possibly co-determine intentions and behaviour remains largely unanswered. Inspired by research on attitudes and goal hierarchies, this study investigates a hierarchical model of meat-related identities and their relation to intentions to consume red meat. By means of a survey of Danish consumers (N = 1001), we identified identities related to the consumption of red meat (e.g., flexitarian identity), using confirmatory factor analysis and structural equation modelling. We also controlled for the most important additional antecedents identified in prior research. Evidence was found that more abstract identities (e.g., national identity, environmental identity) mostly influence intentions to eat meat indirectly, meditated through more behaviour-specific identities (e.g., flexitarian identity). However, some higher-order identities also appear to have a direct impact on intentions to eat meat after controlling for more behaviour-specific identities, which suggests a less hierarchical structure manifesting itself, possibly due to the behaviour being instrumental at reaching different, functionally unrelated goals that are related to different identities. Policy recommendations towards reducing meat consumption are proposed.

Evaluation of OPTIMISE (Online Programme to Tackle Individual's Meat Intake Through Self-regulation): Cohort Study

BACKGROUND

There is an urgent need to reduce society's meat consumption to help mitigate climate change and reduce noncommunicable diseases.

OBJECTIVE

This study aimed to investigate changes in meat intake after participation in an online, multicomponent, self-regulation intervention.

METHODS

We conducted a pre-post observational study among adult meat eaters in the United Kingdom who signed up to a website offering support based on self-regulation theory to reduce meat consumption. The program lasted 9 weeks (including a 1-week baseline phase, a 4-week active intervention phase, and a 4-week maintenance phase), comprising self-monitoring, goal setting, action planning, and health and environmental feedback. Meat intake was estimated during weeks 1, 5, and 9 using a 7-day meat frequency questionnaire. We analyzed the change in mean daily meat intake from baseline to week 5 and week 9 among those reporting data using a hierarchical linear mixed model. We assessed changes in attitudes toward meat consumption by questionnaire and considered the acceptability and feasibility of the intervention.

RESULTS

The baseline cohort consisted of 289 participants, of whom 77 were analyzed at week 5 (26.6% of the baseline sample) and 55 at week 9 (71.4% of the week 5 sample). We observed large reductions in meat intake at 5 and 9 weeks: -57 (95% CI -70 to -43) g/day (P<.001) and -49 (95% CI -64 to -34) g/day (P<.001), respectively. Participants' meat-free self-efficacy increased, meat-eating identities moved toward reduced-meat and non-meat-eating identities, and perceptions of meat consumption as the social norm reduced. Participants who completed the study reported high engagement and satisfaction with the intervention.

CONCLUSIONS

Among people motivated to engage, this online self-regulation program may lead to large reductions in meat intake for more than 2 months, with promising signs of a change in meat-eating identity toward more plant-based diets. This digital behavior change intervention could be offered to complement population-level interventions to support reduction of meat consumption.

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.

Comparing meat abstainers with avid meat eaters and committed meat reducers

Shifting our eating patterns toward less animal-based and more plant-based diets is urgently needed to counter climate change, address public health issues, and protect animal welfare. Although most consumers agree that these are important topics, many consumers are not particularly willing to decrease the meat intensity of their diets. In supporting consumers to shift their diets, it is important to understand consumers' attitudes, motivations, and preferences related to meat consumption and to take differences across consumers on these aspects into account. This study aims to in-depth research meat abstainers (vegetarians and vegans), and to explore how and to what extent they differ from avid meat eaters and committed meat reducers in terms of their (1) socio-demographic characteristics, (2) attitudes and norms, (3) food choice motives, and (4) food preferences and behavior. A survey has been conducted among a representative sample of Dutch adults. Comparisons show that meat abstainers (N = 198) differ from committed meat reducers (N = 171) and avid meat eaters (N = 344) on the four included categories of variables. In terms of demographics, we largely confirm the stereotype of vegans and vegetarians being highly educated females. In attitudes and norms, large differences exist with meat abstainers being least pro-meat and avid meat eaters being most pro-meat. Food choice motives confirm this, with meat abstainers valuing animal welfare and a good feeling higher than committed meat reducers and avid meat eaters. Finally, differences across the groups are most pronounced in terms of their food preferences and consumption, with a much higher appreciation of plant-based protein sources among meat abstainers, a high appreciation of non-meat animal-based proteins across committed meat reducers and a high appreciation of meat products among avid meat eaters. This shows that although differences across the groups are gradual and expected, in terms of reduction motivations and preferences of protein sources the three groups (frequent meat consumption-meat reduction-meat avoidance) are very distinct, which makes it unlikely to expect big shifts from one group to another in the short term.

Social Norms Support the Protein Transition: The Relevance of Social Norms to Explain Increased Acceptance of Alternative Protein Burgers over 5 Years

Developing alternative protein products-based on protein sources other than regular meat-is a possible pathway to counter environmental and health burdens. However, alternative proteins are not always accepted by consumers, and more research is needed to support a shift to more alternative proteins. Prior studies have mainly focused on individual drivers and perceptions; although we expect that social norms-the perceptions of the opinions of relevant others-are highly relevant in accepting alternative proteins. Online surveys were conducted among 2461 respondents in 2015 and 2000 respondents in 2019 (cross-sectional datasets); a subsample (n = 500) responded to both surveys (longitudinal dataset). We add to the literature by (1) demonstrating the added explanatory value of social norms beyond a range of individual drivers; (2) showing that this finding holds over time, and (3) comparing the impact of social norms across different dietary consumer groups. Meat lovers and flexitarians are more prone to follow social norms whereas meat abstainers are more prone to follow their individual attitudes and values. This study highlights the relevance of investigations beyond personal variables such as personal norms and attitudes and underscores the relevance of considering the social aspects of accepting alternative proteins.

Rebalancing meat and legume consumption: change-inducing food choice motives and associated individual characteristics in non-vegetarian adults

BACKGROUND

A shift toward more plant-based foods in diets is required to improve health and to reduce environmental impact. Little is known about food choice motives and associated characteristics of those individuals who have actually reduced their consumption of animal-based foods. The aim of this cross-sectional study was to identify change-inducing motives related to meat and legume consumptions among non-vegetarians. The association between change-inducing motives and individual characteristics was also studied.

METHODS

This study included 25,393 non-vegetarian participants in the French NutriNet-Santé cohort (77.4% women, mean age 55.4 ± 13.9 y.). The motives related to the declared change in meat and legume consumptions (e.g., taste, environment, social pressure) were assessed by an online questionnaire in 2018. For each motive, respondents could be classified into three groups: no motive; motive, not change-inducing; change-inducing motive. Associations between change-inducing motives and individual characteristics were evaluated using multivariable polytomic logistic regressions. Characteristics of participants who rebalanced their meat and legume consumptions were also compared to those who reduced their meat but did not increase their legume consumption.

RESULTS

Motives most strongly declared as having induced a change in meat or legume consumptions were health and nutrition (respectively 90.7 and 81.0% declared these motives as change-inducing for the meat reduction), physical environment (82.0% for meat reduction only) and taste preferences (77.7% for legume increase only). Other motives related to social influences, meat avoidance and meat dislike were reported by fewer individuals, but were declared as having induced changes in food consumption. Most motives that induced a meat reduction and a legume increase were more likely to be associated with specific individual characteristics, for example being a woman or highly educated for health motives.

CONCLUSIONS

Besides the motives reported as important, some motives less frequently felt important were declared as having induced changes in meat or legume consumptions. Change-inducing motives were reported by specific subpopulations. Public campaigns on health and sustainability could usefully develop new tools to reach populations less willing to change.

TRIAL REGISTRATIONS

The study was registered at ClinicalTrials.gov (NCT03335644).

Effectiveness of an Online Programme to Tackle Individual's Meat Intake through SElf-regulation (OPTIMISE): A randomised controlled trial

PURPOSE

A reduction in meat intake is recommended to meet health and environmental sustainability goals. This study aimed to evaluate the effectiveness of an online self-regulation intervention to reduce meat consumption.

METHODS

One hundred and fifty one adult meat eaters were randomised 1:1 to a multi-component self-regulation intervention or an information-only control. The study lasted 9 weeks (1-week self-monitoring; 4-week active intervention; and 4-week maintenance phase). The intervention included goal-setting, self-monitoring, action-planning, and health and environmental feedback. Meat intake was estimated through daily questionnaires in weeks 1, 5 and 9. The primary outcome was change in meat consumption from baseline to five weeks. Secondary outcomes included change from baseline to nine weeks and change in red and processed meat intake. We used linear regression models to assess the effectiveness of all the above outcomes.

RESULTS

Across the whole sample, meat intake was 226 g/day at baseline, 118 g/day at five weeks, and 114 g/day at nine weeks. At five weeks, the intervention led to a 40 g/day (95%CI - 11.6,- 67.5, P = 0.006) reduction in meat intake, including a 35 g/day (95%CI - 7.7, - 61.7, P = 0.012) reduction in red and processed meat, relative to control. There were no significant differences in meat reduction after the four-week maintenance phase (- 12 g/day intervention vs control, 95% CI 19.1, - 43.4, P = 0.443). Participants said the intervention was informative and eye-opening.

CONCLUSION

The intervention was popular among participants and helped achieve initial reductions in meat intake, but the longer-term reductions did not exceed control.

TRIAL REGISTRATION

ClinicalTrials.gov NCT04961216, 14th July 2021, retrospectively registered.

You Are What You Eat and So Is Our Planet: Identifying Dietary Groups Based on Personality and Environmentalism

Behavioral change interventions promoting the reduction of animal product consumption are valuable tools to improve ecological sustainability as well as public health and help the mitigation of climate change. Recent findings revealed improved efficacy of interventions targeted at barriers (e.g., self-efficacy) of three different types of meat consumers over non-targeted interventions (e.g., completion of unrelated surveys). However, such interventions have yet to factor in the role of individual differences in personality. Therefore, in a first step, we performed segmentation analysis on barriers and benefits of reducing animal product consumption (e.g., meat attachment, environmentalism) with the inclusion of personality. In an online sample of N=1135 participants, latent profile analysis revealed five distinct dietary groups: “plant-based eaters”, “meat-reducers”, “medium-hindrance meat eaters”, “medium strong-hindrance meat eaters, and “strong-hindrance meat eaters”, based on inhibitors and facilitators of meat reduction. Groups differed in terms of consumption of different animal products (η2=0.08 to η2=0.80) as well as the Big Five (η2=0.08 to η2=0.80) and Dark Triad (η2=0.08 to η2=0.80). Strong-hindrance meat eaters were characterized by low Conscientiousness, Agreeableness, and Openness as well as high dark trait expression, implying new targets for future intervention design.

Associations of Eating Identities With Self-Reported Dietary Behaviors and Body Mass Index

Objective:

To inform dietary interventions, it is important to understand antecedents of recommended (henceforth: healthy) dietary behaviors, beyond dietary beliefs and self-efficacy. We used the validated “Eating Identity Type Inventory” to assess the extent to which participants identified as healthy eaters, meat eaters, emotional eaters or picky eaters. We examined correlations between participants' race/ethnicity and other socio-demographic characteristics and affinity with these eating identities, how affinity with these eating identities correlated with self-reports of dietary beliefs, self-efficacy, dietary behaviors and Body Mass Index (BMI), and how well affinity with these eating identities predicted self-reported dietary behaviors and BMI, as compared to self-reported dietary beliefs and self-efficacy.

Methods

In an online survey, a diverse sample of 340 Los Angeles County adults reported eating identities, dietary beliefs, and self-efficacy, dietary behaviors and BMI.

Results

Pearson correlations revealed that identifying more as a healthy eater was positively associated with self-reports of being non-Hispanic White, non-Hispanic mixed race, older, and college-educated, while identifying more as a meat eater was positively associated with self-reports of being non-Hispanic Black, younger, and male (α = 0.05). Pearson correlations also showed that healthy eaters had more accurate dietary beliefs and self-efficacy, and emotional eaters had lower self-efficacy (α = 0.05). In linear regressions, identifying more as a healthy eater was associated with self-reporting healthier dietary behaviors and lower BMI, and identifying more as a meat eater and emotional eater was associated with reporting less healthy dietary behaviors and higher BMI, even after accounting for correlations with socio-demographics, dietary beliefs, and self-efficacy (α = 0.05).

Conclusions

Our findings highlight the importance of eating identities in understanding dietary behaviors and outcomes, with implications for dietary interventions.

Quality of life profiles and their association with clinical and demographic characteristics and physical activity in people with a stoma: a latent profile analysis

Purpose

Quality of life can be negatively impacted by the formation of a stoma and is influenced by a number of factors. Research to date treats people with a stoma as a homogenous group based on their quality of life. We attempted to identify subgroups based upon self-reported quality of life and explored variables associated with group membership.

Methods

The present study is a secondary analysis of a cross-sectional sample of 1419 people with a stoma. Participants completed validated questionnaires for quality of life, physical activity and clinical and demographic characteristics. Latent profile analysis was used to identify the optimal number of subgroups (profiles) and multinomial regression modelling was conducted to identify variables associated with profile membership.

Results

The analysis revealed 4 distinct profiles of people with a stoma: ‘consistently good quality of life’ [N = 891 (62.8%)], ‘some quality of life concerns’ [N = 184 (13.0%)], ‘low quality of life’ [N = 181 (12.8%)] and ‘financial concerns’ [N = 163 (11.5%)]. Modelling revealed that people with a recent stoma (formed < 2 years previously), who have a hernia and are less physically active were more likely to belong to the ‘low quality of life’ profile. Furthermore, those aged 16–55 were more likely to have financial concerns.

Conclusion

This study was the first to identify latent profiles within this population and assess whether certain variables are associated with membership. Future research should build upon this to identify additional variables associated with these profiles, which can help to provide the basis for targeting and tailoring future interventions to specific subgroups of people with a stoma.

Supplementary Information

The online version contains supplementary material available at 10.1007/s11136-022-03102-5.

Millennials’ Consumption of and Attitudes toward Meat and Plant-Based Meat Alternatives by Consumer Segment in Finland

Millennials are considered the key generation with regard to the consumption of plant-based meat alternatives via flexitarianism. This study sought to characterize millennials’ consumer segments based on their consumption of and attitudes toward meat and meat alternatives. We conducted an online survey on the hedonic tones of the associations evoked by meat and meat alternatives, consumption of such foods, and diet-related attitudes among a representative sample of Finnish millennials (N = 546, 59% women, age 20–39 years). Some 41% of respondents regularly ate plant-based meat alternatives, while 43% had tried such foods. We divided the respondents into six segments based on the hedonic tones of their meat vs. meat alternatives associations. The segments differed in terms of their consumption of meat alternatives and the underlying reasons why, importance of meat in meals, and Meat Commitment Scale scores. The segment that reported much more positive associations with meat than meat alternatives (~14% of the respondents) may prove resistant to interventions intended to reduce meat intake, whereas the segment that displayed the most positive attitudes toward meat alternatives (~18%) did not eat much meat. Thus, the four middle segments (totaling ~68%), whose associations’ hedonic tones were close to each other, may be the best targets for future interventions designed to reduce meat consumption through the use of meat alternatives. To conclude, introducing a simple segmentation allowed us to identify consumer segments with large potential to reduce meat consumption.

What Role Do Plant-Based Diets Play in Supporting the Optimal Health and Well-being of Canadians? A Scoping Review

In Canada, unhealthy diets are associated with several chronic conditions, such as type 2 diabetes, cardiovascular disease, and obesity, and thus negatively impact the health and well-being of Canadians. Consequently, unhealthy diets are associated with an increased risk of morbidity and mortality in Canada. Recently, plant-based diets have gained in popularity due to their ability to provide a diet that is nutritionally adequate and health-conscious in addition to supporting environmental sustainability. The adoption of plant-based diets may address the substantial need to improve the health and well-being of Canadians, while also having a positive global environmental impact such as reducing greenhouse gas emissions. The aim of this scoping review was to identify current knowledge on the nutritional adequacy of plant-based diets and their relation with chronic conditions to support improved health and well-being of Canadians while identifying gaps in knowledge. Canadian peer-reviewed literature on diet, nutritional quality, and chronic conditions published between the years 2010 and 2020 were systematically examined. Sixteen articles met the inclusion criteria, with the majority pertaining to the relation between animal- or plant-based nutrition and cancer. Epidemiological studies support the practice of plant-based diets, in comparison to omnivore diets, as a strategy to improve nutritional adequacy and reduce the development of chronic conditions such as obesity, type 2 diabetes, cardiovascular diseases, osteoporosis, and select cancers such as endometrial, colorectal, and breast cancers. Overall, plant-based diets offer an opportunity to improve the health and well-being of Canadians while simultaneously working to counteract climate change, which may have a global reach. Gaps in knowledge were identified and mainly pertained to the lack of valid Canadian quantitative assessments of the long-term health impacts of plant-based diets. Further research should be completed to quantify the long-term health effects of the practice of a plant-based diet across all demographics of the Canadian population.

Going veggie: Identifying and overcoming the social and psychological barriers to veganism

We conceptualize the journey to ethical veganism in the stages of the transtheoretical model of change, from precontemplation through contemplation, preparation, action, and maintenance. At each stage, we explore the psychological barriers to progressing towards veganism, discuss how they manifest, and explore ways to overcome them. It is hoped that this paper can be used as a guide for animal advocates to identify the stage an individual is at, and understand and overcome the social and psychological barriers they may face to progressing. We argue that, while many people are ignorant of the cruel practices entailed in animal farming, many deliberately avoid thinking about the issue, are unable to appreciate the scale of the issue, and simply tend to favour the status quo. When engaging with the issue of farm animal suffering, meat-eaters are largely driven by cognitive dissonance, which manifests as motivated reasoning aimed at protecting one's image of oneself and one's society. This is facilitated by confirmation bias and complicit media which cater to the preferred views of their meat-eating audience. Even once convinced of veganism, habit and willpower present further barriers to acting on those beliefs. This is all in the context of a speciesist and carnistic culture where meat consumption is normal, farming is noble, and vegans are 'others'. We locate and elucidate each of these biases within the stages of the transtheoretical model and discuss the implications of this model for animal advocates and for further research.

Monitoring a meat-free pledge with smartphones: An experimental study

Pledges are a popular strategy to encourage meat reduction, though experimental studies of their efficacy are lacking. Three-hundred and twenty-five participants from three different countries (UK, Germany, Australia) were randomly assigned to pledge 28 days meat-free or not, and their behavior was tracked via smartphones. Participants answered daily surveys regarding their eating behavior, meat cravings, and shared photos of their meals. Baseline data was collected prior to the pledge, after the 28 days, and one-month post-intervention. Participants assigned to the pledge condition ate less meat across the 28 days, compared to control participants. Meat reductions, observed at outtake, did not endure one-month post-intervention. Overall, German participants ate the least amount of meat, and showed the sharpest decrease in consumption when pledging. Meat cravings tended to increase among pledgers, relative to control participants. Pledgers who reported high starting intentions and conflict about meat tended to eat less meat and reported fewer cravings. All participants reported reduced meat-eating justifications one-month post-intervention. These findings provide experimental evidence that pledges can encourage meat consumers to reduce their intake, though additional mechanisms are needed to sustain commitments.

Morally admirable or moralistically deplorable? A theoretical framework for understanding character judgments of vegan advocates

Over the last decade, vegan advocates have become a growing minority. By arguing against animal-product consumption and imposing the virtue-loaded call to "go vegan," advocates have posed a direct challenge to the mainstream dietary ideology (termed "carnism") in hopes of positive social change. As a consequence, while vegan advocates may be admired for their morality and commitment, they may also be derogated with moralistic traits such as arrogance and overcommitment. We call this mixed-valence perception the "vegan paradox" and propose a theoretical framework for understanding it. Next, we develop a future research agenda to test and apply our framework, and inquire vegan advocacy for ethical, health, and environmental aims. Using the perspective of the idealistic vegan advocate as a reference point, we discuss the roles of the advocate's motives for change (i.e., the effectiveness of moral persuasion), the advocate's call for change (i.e., radical versus incremental change), the target's moral and carnist identification, and source attributes of the advocate. Lastly, we qualify our framework by highlighting further conceptual and methodological considerations.

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.

Two Sides of the Same Coin: Environmental and Health Concern Pathways Toward Meat Consumption

The dramatic increase of meat production in the last decades has proven to be one of the most impacting causes of negative environmental outcomes (e.g., increase of greenhouse emissions, pollution of land and water, and biodiversity loss). In two studies, we aimed to verify the role of key socio-psychological dimensions on meat intake. Study 1 (N = 198) tested the predictive power of an extended version of the Value-Belief-Norm (VBN) model on individual food choices in an online supermarket simulation. In an online survey, participants were directed to a virtual shop and asked to buy food within a set amount of money. Subsequently, they completed measures of behavioral intention, the VBN constructs (values, general pro-environmental beliefs, awareness of consequences, ascription of responsibility, and personal norm), and social norms (injunctive and descriptive). The outcome variable was operationalized in terms of percentage of expenses dedicated to meat and processed meat items, which provided a more robust behavioral measure than the common self-reported ones. Results confirmed the VBN sequential path, showing direct effects of biospheric values and descriptive norm on personal norm. Furthermore, a proof of validity for the new behavioral measure was provided (medium-sized correlation with behavioral intention). Study 2 (N = 218) aimed at verifying whether the meat consumption could be also motivated by a health concern, reflecting individual (cost/benefit) considerations, besides pro-environmental drivers. Results showed the direct impact of health concern and confirmed the indirect role of biospheric values and descriptive norm (via personal norm) on meat intake. This evidence would suggest the use of multiple-frame messages, highlighting both pro-environmental and health consequences, for meat consumption reduction. Nevertheless, the different implications of moral (e.g., environmental concern) vs. non-moral motivators (e.g., health concern) for reducing meat intake need to be stressed: indeed, the first drivers are more central for self-identity and for engaging in environmental citizenship behaviors.