Meat, beyond the plate. Data-driven hypotheses for understanding consumer willingness to adopt a more plant-based diet

Appetite
João GraçaMaria Manuela Calheiros

Abstract

A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N = 410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the percept...Continue Reading

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Citations

Jan 10, 2019·Nutrients·Sylwia Żakowska-BiemansKrystyna Gutkowska
Aug 31, 2019·PloS One·Júlia de Paula Soares ValenteCarla Forte Maiolino Molento
Sep 23, 2020·Animals : an Open Access Journal From MDPI·Marina S HeidemannCarla F M Molento
Apr 10, 2019·International Journal of Environmental Research and Public Health·Ruben Sanchez-Sabate, Joan Sabaté
Sep 29, 2020·Frontiers in Psychology·Sghaier ChrikiJean-François Hocquette
Apr 4, 2020·Health Promotion International·Fiona GrahamMichelle Holdsworth
Jan 28, 2021·BMC Research Notes·Rachel PecheyTheresa M Marteau
Dec 29, 2020·Appetite·Joya A Kemper, Samantha K White
Nov 24, 2020·Journal of Dairy Science·Jesse C SchusterKarin Orsel
Feb 17, 2021·Comprehensive Reviews in Food Science and Food Safety·Akashdeep Singh BeniwalHarjinder Singh
Jul 3, 2021·Foods·Franziska Götze, Thomas A Brunner
Sep 27, 2018·Journal of Agricultural and Food Chemistry·Patrícia Duque EstradaAtze Jan van der Goot

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