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Motivations and Constraints of Meat Avoidance

Author

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  • Patrick Schenk

    (Department of Sociology, University of Lucerne, Lucerne 6002, Switzerland)

  • Jörg Rössel

    (Institute of Sociology, University of Zurich, Zurich 8050, Switzerland)

  • Manuel Scholz

    (Institute of Sociology, University of Zurich, Zurich 8050, Switzerland)

Abstract

Reducing the consumption of meat can make a significant contribution to sustainable development. However, at least in Western societies with their already rather high levels of per-capita meat consumption, only a minority of consumers reduces meat intake by following a vegetarian or plant-based diet. To arrive at a differentiated understanding of the conditions of meat avoidance, we empirically assess the importance of a broad set of specific motivations and constraints previously discussed in the literature, including specific benefits, particular constraints, social norms, and a vegetarian self-identity. The analysis is based on a random sample of students at the university of Zurich (Switzerland)—a social group exhibiting a rather high prevalence of plant-based diets and vegetarianism. Researching this young and educated population sheds light on the motivational underpinnings of consumer segments especially willing to reduce meat intake. Data were collected in November and December 2016. We found that a vegetarian self-identity, both injunctive and descriptive social norms, and convenience are the most important direct determinants of meat avoidance among this young and highly educated consumer segment. Furthermore, the results suggest that a vegetarian self-identity mediates the effects of ethical, health-related, and environmental benefits, taste as a constraint and partially the injunctive norm. Pecuniary costs of a vegetarian diet are not significantly correlated with meat avoidance.

Suggested Citation

  • Patrick Schenk & Jörg Rössel & Manuel Scholz, 2018. "Motivations and Constraints of Meat Avoidance," Sustainability, MDPI, vol. 10(11), pages 1-19, October.
  • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:3858-:d:177956
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    References listed on IDEAS

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    Cited by:

    1. David Kilian & Ulrich Hamm, 2021. "Perceptions of Vegan Food among Organic Food Consumers Following Different Diets," Sustainability, MDPI, vol. 13(17), pages 1-17, August.
    2. Christopher J. Bryant, 2019. "We Can’t Keep Meating Like This: Attitudes towards Vegetarian and Vegan Diets in the United Kingdom," Sustainability, MDPI, vol. 11(23), pages 1-17, December.
    3. Jana Krizanova & Jorge Guardiola, 2023. "Conceptualizations of Happiness and Vegetarianism: Empirical Evidence from University Students in Spain," Journal of Happiness Studies, Springer, vol. 24(4), pages 1483-1503, April.
    4. Amy Isham & Judith Geusen & Birgitta Gatersleben, 2022. "The Influence of Framing Plant-Based Products in Terms of Their Health vs. Environmental Benefits: Interactions with Individual Wellbeing," IJERPH, MDPI, vol. 19(19), pages 1-17, September.
    5. András Fehér & Michał Gazdecki & Miklós Véha & Márk Szakály & Zoltán Szakály, 2020. "A Comprehensive Review of the Benefits of and the Barriers to the Switch to a Plant-Based Diet," Sustainability, MDPI, vol. 12(10), pages 1-18, May.
    6. Peter Slade & Mila Markevych, 2024. "Killing the sacred dairy cow? Consumer preferences for plant‐based milk alternatives," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 70-92, January.
    7. Jana Krizanova & Jorge Guardiola, 2021. "Happy but Vegetarian? Understanding the Relationship of Vegetarian Subjective Well-Being from the Nature-Connectedness Perspective of University Students," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 16(5), pages 2221-2249, October.

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