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Correlates of the Intention to Reduce Meat Consumption

Author

Listed:
  • Ann Krispenz

    (Educational Psychology Lab, Institute of Educational Science, University of Bern, 3012 Bern, Switzerland)

  • Alex Bertrams

    (Educational Psychology Lab, Institute of Educational Science, University of Bern, 3012 Bern, Switzerland)

Abstract

Meat consumption significantly contributes to environmental damage. Thus, a reduction in meat consumption can be regarded as sustainable behavior. Based on the assumptions of the theory of planned behavior, we examined the predictive power of individuals’ attitudes, their subjective norm, and perceived behavioral control for their intention to reduce domestic meat consumption. We assessed respective variables in a sample of 256 university students (2015) and 231 employees and university students (2017). Regression analyses revealed that the attitude toward reducing one’s own meat consumption was strongly related to the corresponding intention. Furthermore, the subjective norm predicted one’s intention to eat less meat, whereas perceived behavioral control did not. Results were similar across both samples (2015 and 2017). The findings imply that sustainable meat consumption is most likely to be achieved by a change in consumers’ attitudes.

Suggested Citation

  • Ann Krispenz & Alex Bertrams, 2020. "Correlates of the Intention to Reduce Meat Consumption," Sustainability, MDPI, vol. 12(11), pages 1-9, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:11:p:4774-:d:370043
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    References listed on IDEAS

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    1. Fredrik Hedenus & Stefan Wirsenius & Daniel Johansson, 2014. "The importance of reduced meat and dairy consumption for meeting stringent climate change targets," Climatic Change, Springer, vol. 124(1), pages 79-91, May.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
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