Consumer Behavior Concerning Meat Consumption: Evidence from Brazil

Area of Science:

• Behavioral Science
• Nutrition Science
• Environmental Science

Background:

• Meat consumption is linked to environmental, health, and animal welfare concerns.
• Changing established eating habits, especially cultural norms around meat, is difficult.
• A segment of consumers is reducing meat intake, necessitating an understanding of their motivations and challenges.

Purpose of the Study:

• To investigate the primary facilitators and barriers to reducing meat consumption.
• To analyze these factors within the world's largest meat-consuming market.
• To advance knowledge on meat-reduced diets and inform future interventions.

Main Methods:

• Conducted semi-structured interviews with consumers who have reduced meat consumption.
• Performed content analysis to identify key facilitators and barriers.
• Classified findings using the COM-B (Capability, Opportunity, Motivation, Behavior) system.

Main Results:

• Identified 22 distinct facilitators and 15 barriers influencing meat reduction.
• Findings align with and confirm previously suggested factors in the literature.
• The COM-B system provided a framework for understanding the influences on behavior change.

Conclusions:

• Consumer behavior regarding meat reduction is complex, influenced by multiple factors.
• Understanding these facilitators and barriers is crucial for promoting dietary change.
• This research offers insights applicable to diverse cultural contexts and markets.