Comparing meat abstainers with avid meat eaters and committed meat reducers

Area of Science:

• Dietary science
• Consumer behavior research
• Environmental sustainability

Background:

• Growing need to shift diets towards plant-based options for climate, health, and animal welfare.
• Consumer reluctance to decrease meat consumption despite acknowledging these issues.
• Understanding consumer attitudes, motivations, and preferences is key to facilitating dietary shifts.

Purpose of the Study:

• To conduct an in-depth study of meat abstainers (vegetarians and vegans).
• To explore differences between meat abstainers, committed meat reducers, and avid meat eaters.
• To analyze variations in socio-demographics, attitudes, norms, food choice motives, and food preferences/behavior.

Main Methods:

• A survey was conducted among a representative sample of Dutch adults.
• Data collected from meat abstainers (N=198), committed meat reducers (N=171), and avid meat eaters (N=344).
• Comparative analysis across four key variable categories.

Main Results:

• Meat abstainers are often highly educated females, differing significantly from other groups.
• Attitudes and norms show clear distinctions, with meat abstainers least pro-meat and avid meat eaters most pro-meat.
• Food choice motives highlight higher value on animal welfare and feeling good among abstainers; preferences show distinct protein source appreciation across groups.

Conclusions:

• Significant differences exist between meat abstainers, reducers, and eaters in demographics, attitudes, motives, and preferences.
• These distinct profiles suggest that substantial shifts between dietary groups are unlikely in the short term.
• Tailored strategies considering group-specific motivations and preferences are needed to encourage dietary change.