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Young adults' experiences with flexitarianism: The 4Cs.

Joya A Kemper1, Samantha K White2

  • 1University of Auckland, New Zealand.

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Summary

Young adults are adopting flexitarian diets for health and environmental reasons, finding motivation in cooking and social support. Barriers include social compromises and cravings, highlighting the need for flexible approaches to meat reduction.

Keywords:
FlexitarianMeat consumptionMeat reductionTransitionVegetable consumptionYoung adults

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Area of Science:

  • Dietary science
  • Public health
  • Environmental studies

Background:

  • Meat reduction is crucial for public health and environmental sustainability.
  • Flexitarian diets, involving reduced meat consumption, are gaining popularity, especially among young adults.
  • Limited research exists on the experiences of young adults transitioning to flexitarianism.

Purpose of the Study:

  • To explore the lived experiences of young adults (18-35) in New Zealand regarding their transition to a flexitarian diet.
  • To identify motivations, strategies, and barriers associated with meat reduction in this demographic.
  • To inform public health and social marketing strategies for promoting flexitarian diets.

Main Methods:

  • Qualitative research approach utilizing 23 in-depth interviews.
  • Exploration of young adults' personal journeys towards reduced meat consumption.
  • Focus on understanding individual motivations, practical strategies, and encountered obstacles.

Main Results:

  • Young adults transition to flexitarianism through increased autonomy, facilitated by cooking skills, social networks, and experimentation.
  • Motivations include health, variety, cost, social ease, environmental concerns, and ethical considerations.
  • Continued meat consumption is influenced by social obligations, perceived nutritional benefits, taste preferences, and feelings of fullness.

Conclusions:

  • Flexitarianism offers a 'not all or nothing' approach, appealing to young adults seeking control and balance.
  • Public health initiatives should emphasize supportive social environments and positive emotions like pride associated with meat reduction.
  • Documentaries and social media are significant triggers for initiating meat reduction behaviors among young adults.