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

'Meating' the animal and moral emotions: Exploring animal caring and cruelty appeals for dietary change

In modern Western societies, consumers are often disconnected from the animal origins of meat, which facilitates meat consumption by reducing empathy towards animals, and feelings of disgust and guilt. Conversely, animal advocates may appeal to meat's animal origins to evoke moral emotions that discourage meat consumption. This preregistered study investigated the effectiveness of such meat-animal reminders among 421 meat-eating participants from the UK, recruited via Prolific. Participants were randomly exposed to one of three images: a pork chop without animal reminder (control condition), a pork chop paired with a human petting a pig (animal caring appeal) or paired with a human stunning a pig before slaughter (animal cruelty appeal). Based on harm-based accounts of moral judgment, we measured moral emotions oriented to the pig victim (e.g., empathy, sadness), the human perpetrator (e.g., anger, disgust) and the self (e.g., guilt, shame), and examined their effects on participants' willingness to change pork chop consumption and tendency to justify pork-eating. ANOVA analysis revealed that both animal appeals (vs. control) increased moral emotions, while mediation analyses indicated that these emotions indirectly decreased pork-eating justification and increased willingness for dietary change. The animal cruelty appeal seemed particularly effective by evoking perpetrator- and victim-oriented emotions. However, we also found evidence of counteractive effects on pork-eating justification and willingness for dietary change once moral emotions were controlled for, suggesting moral disengagement. Hedonic motivations to eat meat remain a significant barrier. Future research should further explore interventions that enable consumers to translate moral concerns into lasting dietary change.

Mitigating Identity Threat in Health Messaging: A Social Identity Complexity Perspective

Health messages aiming to reduce red meat consumption may threaten multiple social identities because people's dietary choices are intertwined with personal, social, and cultural aspects of their lives. Leveraging social identity theory and the concept of social identity complexity, this experiment tested how identity-threatening messages affect people's intention to reduce red meat consumption and how the effect of identity threat may be moderated by messages highlighting the relationships between multiple identities that define a person. Participants (N = 409) read messages that varied identity threat (i.e. the extent to which people feel devalued because of their membership in a social group) and identity complexity (i.e. the extent to which people perceive multiple identities as independent). The study found that identity-threatening messages decreased intentions to reduce red meat consumption when people perceived their dietary identity as overlapping with other identities, but increased the intentions when the dietary identity was seen as independent from other identities. Further, the effects of identity threat and complexity were limited to people with high (vs. low) levels of red meat consumption. We discuss the role of identity complexity in alleviating identity threat and increasing persuasion.

I eat, therefore I am? Revealing differences and incongruences in dietary identities among omnivores and flexitarians in Europe

Sustainable diets have been forwarded as initiatives to mitigate the impact of current food consumption towards health and the environment. For instance, adopting a flexitarian diet and reducing the consumption of animal-sourced food (ASF) are said to help limit the rate of food system greenhouse gas emissions. However, much remains to be explored on how individuals associate themselves with alternative diets. In filling this gap, self-declared omnivores and flexitarians from ten European countries (N = 5870) were surveyed to determine how they identify with a particular diet, considering their food preferences and consumption frequency of ASF and ASF substitutes. The analysis of the data revealed that flexitarians seemed to consume more plant-based alternatives than omnivores, yet their consumption of ASF remained comparable. A series of segmentation analyses likewise revealed that some individuals (N = 563, 34.2%) reporting as flexitarians seemed to behave similarly to conventional omnivores and conversely, some omnivores (N = 1202, 28.5%) behaved similarly to conventional flexitarians in terms of food consumption frequencies. Moreover, significant associations with consuming plant-based food were found when considering the current readiness level of the respondent to transform diets. Taken together, the findings of this study show that identifying with a particular dietary lifestyle is contingent on how individuals set personal thresholds to qualify for a particular diet, thereby providing implications to the way nutritional guidelines frame and define recommendations for dietary intake.

Introducing menus of three weekly insect- or plant-based dinner meals slightly reduced meat consumption in Danish families: Results of a randomized intervention study

The environmental concerns associated with excess meat consumption have emphasized the need for sustainable alternatives. Edible insects offer a promising alternative due to their environmental efficiency and nutritious profile, but their widespread adoption in Western diets remains a challenge. The objective of the study was to investigate the impact of exposing families (parents and children) to insect-based or plant-based dinner menus on dietary pattern, meat intake, and protein intake over a six-week intervention period. The study was a two-arm randomized equivalence trial comparing an insect-based menu to a plant-based control. Families received either an insect or plant-based menu to replace meat in dinner meals three times a week for six weeks, aiming to replace 20% of their meat protein intake. Dietary changes were assessed through dietary registrations and daily questionnaires. Both adults and children maintained their estimated daily total protein intake, while reducing daily meat protein intake. Neither group met the 20% weekly meat replacement goal. In the insect-based menu group, adults and children reached an average 5.5% and 2.3% weekly meat replacement, respectively. In the plant-based menu group, adults and children replaced 9.0% and 4.3%, respectively. Meat attachment had an effect on meat protein intake. The menus slightly reduced meat protein intake. The weekly frequency of meat meals slightly declined, but portions remained the same. By enhancing insect and plant-based food quality and understanding consumer behavior, insect- and plant-based products have the potential to be a complementary alternative in a sustainable dietary transition without sacrificing nutrition. CLINICAL TRIAL REGISTRY: ClinicalTrials.gov: NCT05156853; clinicaltrials. gov/study/NCT05156853.

Beyond gender: Exploring sexual orientation, race and motivations among Brazilian flexitarians

In this study, we analyzed 989 Brazilian individuals identified as flexitarians to explore the relationship between gender, sexual orientation, and meat consumption reduction behavior, while evaluating the impact of motivations driving individuals towards this dietary model. To achieve this goal, we tested the following hypotheses: women consume less meat than men; LGBT women consume less meat than heterosexual women; LGBT men consume less meat than heterosexual men; and women are more motivated by the environmental impact of meat. Our findings revealed that although gender significantly influences motivations, with women showing a greater influence from animal ethics, flexitarians of both genders exhibit similar meat consumption patterns. Neither sexual orientation nor gender influence meat reduction patterns among flexitarians. However, the race/ethnicity of white individuals is a predominant factor among those who reduce meat consumption the most. Consequently, we conclude that (i) the social theories applied to explain gender differences in meat exclusion behavior may not be the most suitable for explaining meat reduction behavior, and (ii) intersectional approaches are needed to investigate flexitarianism.

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.

Extending the theory of planned behavior to examine the role of meat-eater identity: The case of dry-aged beef

Dry-aged beef provides superior qualities and a unique taste experience due to its exceptional sensory attributes, including tenderness, juiciness, and flavor, compared to traditional beef. Our study focused on the factors that impact consumers' intention to consume and willingness to pay for dry-aged beef. We implemented an extended version of the Theory of Planned Behavior (TPB) model that contains a measure of meat-eater identity to analyze the intention to consume and the willingness to pay a premium for dry-aged beef steak that has undergone 21-30 days of aging. An online survey was conducted with a stratified sample of Italian respondents (n = 944). The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The TPB's effectiveness was enhanced by adding the meat-eater identity construct to the model. Specifically, it was found that the participants' meat-eater identity significantly influenced their intention to consume. The results also revealed that the most critical impact of identity comes from the mediated influence of attitudes, subjective norms, and perceived behavioral control. Finally, the intention to consume strongly influenced the willingness to pay for a dry-aged beef steak.