ISSN: 2222-6990
Open access
Meat is one of the most consumed and nutritious foods, but excessive consumption is often associated with negative effects on the environment and human health. Based on the Theory of Reasoned Action (TRA), this study aims to understand the relationship between environmental attitude, health attitude, subjective norms and willingness to reduce meat consumption as well as the factors that influence willingness to reduce meat consumption. A total of 202 students of Universiti Putra Malaysia were involved in this study where they were selected using simple random sampling. Data were collected through a set of self-administered questionnaires. The results of the study show that environmental attitudes (r=0.528, p < 0.001), health attitudes (r= 0.595, p < 0.001) and subjective norm (r= 0.455, p < 0.001) have a significant relationship with willingness to reduce meat consumption. Regression results showed that all three determinant variables explain 41.2% of the variability of willingness to reduce meat consumption. Health attitude had the highest beta (?) value of 0.526 (p < 0.001) followed by environmental attitude and subjective norm with beta values of 0.200 (p < 0.001) and 0.086 (p < 0.001), respectively. Therefore, to reduce meat consumption, it is important to use target intervention and communication messages as well as celebrities’ endorsement and social influence.
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11-39). Heidelberg: Springer
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
Albenny, D. (2020). Reducing meat consumption: A mixed methods study investigating attitudes of young adult omnivores. Food and Meal Science. https://www.diva-portal.org/smash/get/diva2:1530431/FULLTEXT01.pdf
Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.
Arnaudova, M., Brunner, T. A., & Gotze, F. (2022). Examination of students' willingness to change behaviour regarding meat consumption. Meat Science, 184, 108695.
Bamberg, S., & Schmidt, P. (2003). Incentives, morality, or habit? Predicting students' car use for university routes with the models of Ajzen, Schwartz, and Triandis. Environment and Behavior, 35(2), 264-285.
Barr, S. I., & Chapman, G. E. (2002). Perceptions and practices of self-defined current vegetarian, former vegetarian, and nonvegetarian women. Journal of the American Dietetic Association, 102(3), 354-360.
Bertolotti, M., Chirchiglia, G., & Catellani, P. (2016). Promoting change in meat consumption among the elderly: Factual and prefactual framing of health and well-being. Appetite, 106, 37-47.
Bianchi, F. P., & Tafuri, S. (2022). Vaccination of elderly people affected by chronic diseases: a challenge for public health. Vaccines, 10(5), 641.
Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 2224.
Carfora, V., Conner, M., Caso, D., & Catellani, P. (2020). Rational and moral motives to reduce red and processed meat consumption. Journal of Applied Social Psychology, 50(12), 744-755.
Catellani, P., Carfora, V., & Piastra, M. (2022). Framing and tailoring prefactual messages to reduce red meat consumption: Predicting effects through a psychology-based graphical causal model. Frontiers in Psychology, 13, 825602.
Chan, R. Y. K. & Lau, L. (2001). Explaining green purchasing behavior: A cross- cultural study on American and Chinese consumers. Journal of International Marketing, 14(2/3), 9-40.
Cheah, I., Shimul, A. S., Liang, J., & Phau, I. (2020). Drivers and barriers toward reducing meat consumption. Appetite, 149, 104636.
Chen, M. F. (2022). To combine or not to combine? Applying protection motivation theory and the theory of reasoned action to explain and predict intention to reduce meat consumption. Journal of Applied Social Psychology, 52(2), 115-130.
Conner, M., & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
Dagevos, H., & Voordouw, J. (2013). Sustainability and meat consumption: is reduction realistic?. Sustainability: Science, Practice and Policy, 9(2), 60-69.
de Boer, J., Schösler, H., & Aiking, H. (2017). Towards a reduced meat diet: Mindset and motivation of young vegetarians, low, medium and high meat-eaters. Appetite, 113, 387-397.
Domingo, J. L. & Nadal, M. (2016). Carcinogenicity of consumption of red and processed meat: What about environmental contaminants? Environmental Research, 145, 109–115.
Domingo, J. L., & Nadal, M. (2017). Carcinogenicity of consumption of red meat and processed meat: A review of scientific news since the IARC decision. Food and Chemical Toxicology, 105, 256–261.
Erhardt, J., & Olsen, A. (2021). Meat reduction in 5 to 8 years old children—A survey to investigate the role of parental meat attachment. Foods, 10(8), 1756.
Faber, J. S., Al-Dhahir, I., Reijnders, T., Chavannes, N. H., Evers, A. W. M., Kraal, J. J., Berg-Emmons, H. J. G. & Visch, V. T. (2021). Attitudes toward health, healthcare, and eHealth of people with a low socioeconomic status: A community-based participatory approach. Frontiers in Digital Health, 3, 690182.
Farvid, M. S., Malekshah, A. F., Pourshams, A., Poustchi, H., Sepanlou, S. G., Sharafkhah, M., ... & Malekzadeh, R. (2017). Dietary protein sources and all-cause and cause-specific mortality: the Golestan Cohort Study in Iran. American Journal of Preventive Medicine, 52(2), 237-248.
Fishbein, M. (2008). A reasoned action approach to health promotion. Medical Decision Making, 28(6), 834-844.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Fishbein, M., & Ajzen, I. (2005). Theory-based behavior change interventions: Comments on Hobbis and Sutton. Journal of Health Psychology, 10(1), 27-31.
Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. New York: Psychology Press.
Font-i-Furnols, M., & Guerrero, L. (2014). Consumer preference, behavior and perception about meat and meat products: An overview. Meat Science, 98(3), 361-371.
Garnett, T., Mathewson, S., Angelides, P., & Borthwick, F. (2015). Policies and actions to shift eating patterns: what works. Foresight, 515(7528), 518-522.
Gibbs, H. K., Ruesch, A. S., Achard, F., Clayton, M. K., Holmgren, P., Ramankutty, N., & Foley, J. A. (2010). Tropical forests were the primary sources of new agricultural land in the 1980s and 1990s. Proceedings of the National Academy of Sciences, 107(38), 16732-16737.
Gifford, R. & Sussman, R. (2012). Environmental attitudes. The Oxford Handbook of Environmental and Conservation Psychology, 65-80.
Godfray, H. C. J., Aveyard, P., Garnett, T., Hall, J. W., Key, T. J., Lorimer, J., ... & Jebb, S. A. (2018). Meat consumption, health, and the environment. Science, 361(6399), eaam5324.
Graça, J., Calheiros, M. M., & Oliveira, A. (2015). Attached to meat? (Un)Willingness and intentions to adopt a more plant-based diet. Appetite, 95, 113-125.
Graça, J., Godinho, C. A., & Truninger, M. (2019). Reducing meat consumption and following plant-based diets: Current evidence and future directions to inform integrated transitions. Trends in Food Science & Technology, 91, 380-390.
Grunert, K. G. (2006). Future trends and consumer lifestyles with regard to meat consumption. Meat science, 74(1), 149-160.
Grunert, K. G., Bredahl, L., & Brunsø, K. (2004). Consumer perception of meat quality and implications for product development in the meat sector—a review. Meat science, 66(2), 259-272.
Hale, J. L., Householder, B. J., & Greene, K. L. (2002). The theory of reasoned action. In J. P. Dillard & M. Pfau (Eds.), The persuasion handbook: Developments in theory and practice (pp. 259-287). Thousand Oaks, CA: Sage Publications, Inc.
Ham, M., Jeger, M. & Ivkovi?, A. F. (2015). The role of subjective norms in forming the intention to purchase green food. Economic Research, 28(1), 738-748.
Hartmann, C., Lazzarini, G., Funk, A., & Siegrist, M. (2021). Measuring consumers’ knowledge of the environmental impact of foods. Appetite, 167, 105622.
Havlík, P., Valin, H., Herrero, M., Obersteiner, M., Schmid, E., Rufino, M. C., ... & Notenbaert, A. (2014). Climate change mitigation through livestock system transitions. Proceedings of the National Academy of Sciences, 111(10), 3709-3714.
Hedenus, F., Wirsenius, S., & Johansson, D. J. (2014). The importance of reduced meat and dairy consumption for meeting stringent climate change targets. Climatic Change, 124(1), 79-91.
Hielkema, M. H., & Lund, T. B. (2021). Reducing meat consumption in meat-loving Denmark: Exploring willingness, behavior, barriers and drivers. Food Quality and Preference, 93, 104257.
Katare, B., Wang, H. H., Lawing, J., Hao, N., Park, T., & Wetzstein, M. (2020). Toward optimal meat consumption. American Journal of Agricultural Economics, 102(2), 662-680.
Kostadinova, E. (2016). Sustainable consumer behavior: Literature overview. Economic Alternatives, 2, 224–234.
Krispenz, A. & Bertrams, A. (2020). Correlates of the intention to reduce meat consumption. Sustainability, 12(11), 4774.
Malek, L., Umberger, W., & Goddard, E. (2019). Is anti-consumption driving meat consumption changes in Australia? British Food Journal, 121(1), 123-138.
Mathur, M. B., Robinson, T. N., Reichling, D. B., Gardner, C. D., Nadler, J., Bain, P. A., & Peacock, J. (2020). Reducing meat consumption by appealing to animal welfare: protocol for a meta-analysis and theoretical review. Systematic Reviews, 9(1), 1-8.
Mattsson, V. (2021). Consumers’ willingness to reduce meat consumption in Southern Finland. https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=web&cd=&ved=0CAIQw7AJahcKEwi4hrud9v6AAxUAAAAAHQAAAAAQAg&url=https%3A%2F%2Fdigikogu.taltech.ee%2Fen%2FDownload%2F5d0a024e-1a75-4718-b483-65595c9dd67a&psig=AOvVaw370dUSjESFXqYrT3XnOtd5&ust=1693297313547466&opi=89978449
McCartney, G., Popham, F., McMaster, R. & Cumbers, A. (2019). Defining health and health inequalities. Public Health, 172, 22–30.
Milfont, T. L. & Duckitt, J. (2010). The environmental attitudes inventory: A valid and reliable measure to assess the structure of environmental attitudes. Journal of Environmental Psychology, 30(1), 80-94.
Montano, D. E., & Kasprzyk, D. (2008). Theory of reasoned action, theory of planned behavior, and the integrated behavioral model. Health Behavior and Health Education: Theory, Research and Practice, 67-96.
Moreira, M. N. B., da Veiga, C. P., da Veiga, C. R. P., Reis, G. G., & Pascuci, L. M. (2022). Reducing meat consumption: Insights from a bibliometric analysis and future scopes. Future Foods, 5, 100120.
Neff, R. A., Edwards, D., Palmer, A., Ramsing, R., Righter, A., & Wolfson, J. (2018). Reducing meat consumption in the USA: a nationally representative survey of attitudes and behaviours. Public Health Nutrition, 21(10), 1835-1844.
Nestle, M., Wing, R., Birch, L., DiSogra, L., Drewnowski, A., Middleton, S., ... & Economos, C. (1998). Behavioral and social influences on food choice, 56(5), S50-S74.
Palomo-Velez, G., Tybur, J. M., & Van Vugt, M. (2018). Unsustainable, unhealthy, or disgusting? Comparing different persuasive messages against meat consumption. Journal of Environmental Psychology, 58, 63-71.
Phua, J., Jin, S. V., & Kim, J. (2020). The roles of celebrity endorsers’ and consumers’ vegan identity in marketing communication about veganism. Journal of Marketing Communications, 26(8), 813-835.
Pomery, E. A., Gibbons, F. X., Reis-Bergan, M., & Gerrard, M. (2009). From willingness to intention: Experience moderates the shift from reactive to reasoned behavior. Personality and Social Psychology Bulletin, 35(7), 894-908.
Poore, J., & Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science, 360(6392), 987-992.
Pereira, T. D., Shaevitz, J. W., & Murthy, M. (2020). Quantifying behavior to understand the brain. Nature Neuroscience, 23(12), 1537-1549.
Rivis, A., & Sheeran, P. (2003). Descriptive norms as an additional predictor in the theory of planned behaviour: A meta-analysis. Current Psychology, 22, 218-233.
Rust, N. A., Ridding, L., Ward, C., Clark, B., Kehoe, L., Dora, M., & West, N. (2020). How to transition to reduced-meat diets that benefit people and the planet. Science of the Total Environment, 718, 137208.
Searchinger, T., Waite, R., Hanson, C., Ranganathan, J., Dumas, P., Matthews, E., & Klirs, C. (2019). Creating a sustainable food future: A menu of solutions to feed nearly 10 billion people by 2050. Final report.
Seffen, A. E., & Dohle, S. (2023). What motivates German consumers to reduce their meat consumption? Identifying relevant beliefs. Appetite, 187, 106593.
Schiermeier, Q. (2019). Eat less meat: UN climate-change report calls for change to human diet. Nature, 572(7769), 291-293.
Sheeran, P. (2002). Intention-behavior relations: A conceptual and empirical review. European Review of Social Psychology, 12(1), 1-36.
Statista (2023, April). Meat consumption per capita in Malaysia in 2022 (in kilograms). https://www.statista.com/statistics/756920/malaysia-meat-consumption-per-capita-by-type/
Stoll-Kleemann, S., & Schmidt, U. J. (2017). Reducing meat consumption in developed and transition countries to counter climate change and biodiversity loss: a review of influence factors. Regional Environmental Change, 17, 1261-1277.
Stubbs, R. J., Scott, S. E., & Duarte, C. (2018). Responding to food, environment and health challenges by changing meat consumption behaviours in consumers. Nutrition Bulletin, 43(2), 125-134.
Szczeby?o, A., Halicka, E., Rejman, K., & Kaczorowska, J. (2022). Is eating less meat possible? Exploring the willingness to reduce meat consumption among millennials working in Polish cities. Foods, 11(3), 358.
Tantamango-Bartley, Y., Jaceldo-Siegl, K., Fan J. & Fraser, G. (2013). Vegetarian diets and the incidence of cancer in a low-risk population. Cancer Epidemiology Biomarkers and Prevvention, 22(2), 286–294.
Valli, C., Rabassa, M., Johnston, B. C., Kuijpers, R., Prokop-Dorner, A., Zajac, J., ... & NutriRECS Working Group. (2019). Health-related values and preferences regarding meat consumption: a mixed-methods systematic review. Annals of Internal Medicine, 171(10), 742-755.
Van Den Berg, S. W., Van Den Brink, A. C., Wagemakers, A., & Den Broeder, L. (2022). Reducing meat consumption: The influence of life course transitions, barriers and enablers, and effective strategies according to young Dutch adults. Food Quality and Preference, 100, 104623.
Wang, O., & Scrimgeour, F. (2021). Willingness to adopt a more plant-based diet in China and New Zealand: Applying the theories of planned behaviour, meat attachment and food choice motives. Food Quality and Preference, 93, 104294.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite, 96, 122-128.
Yamane, T. (1967). Statistics: An Introductory Analysis, 2nd Edition, New York: Harper and Row.
Zelezny, L. C., Chua, P. P., & Aldrich, C. (2002). New ways of thinking about environmentalism: Elaborating on gender differences in environmentalism. Journal of Social Issues, 56(3), 443-457.
Zahra, S., McCarthy, B., & Chaiechi, T. (2021). Sustainable meat consumption intentions: conceptualisation, scale development and validation. British Food Journal, 124(5), 1659-1679.
Zur, I., & Klockner, A. C. (2014). Individual motivations for limiting meat consumption. British Food Journal, 116(4), 629-642.
N/A
Copyright: © 2023 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode