Curtin University, School of Marketing, Perth, WA, 6102, Australia.
Appetite. 2020 Jun 1;149:104636. doi: 10.1016/j.appet.2020.104636. Epub 2020 Feb 22.
The purpose of this paper is to explore the consumers' attitude and intention toward reducing meat consumption. In exploring such, the influence of social norm, perceived benefits, perceived barrier and environmental concern are examined. A self-administered online survey was employed for data collection. A sample of 298 Australians was analysed through structural equation modelling with SPSS AMOS 25. Social norm, perceived benefits and barriers as well as environmental concerns had significant impact on the consumers' attitude toward reducing meat consumption. The findings of this paper validate and extend the theoretical framework on dietary behaviour change in particular one that involves reducing the consumption of meat. The findings provide valuable insights to food producers and the food industry, as well as health professionals as it highlights the linkages between meat consumption reduction and a broad array of motivations such as health and care for the environment. The study provides insights into the motivations of individuals to limit their meat consumption. More importantly, it also systematically examines the perceived benefits and barriers of meat consumption thus shedding insights on the opportunities for dietary behaviour change and public health.
本文旨在探讨消费者对减少肉类消费的态度和意愿。在探讨这一问题时，考察了社会规范、感知益处、感知障碍和环境关注的影响。通过在线问卷调查收集数据，对 298 名澳大利亚人进行了结构方程模型分析。社会规范、感知益处和障碍以及环境关注对消费者减少肉类消费的态度有显著影响。本文的研究结果验证并扩展了饮食行为改变的理论框架，特别是涉及减少肉类消费的框架。研究结果为食品生产者和食品行业以及健康专业人士提供了有价值的见解，因为它强调了减少肉类消费与健康和关心环境等广泛动机之间的联系。本研究深入了解了个人限制肉类消费的动机。更重要的是，它还系统地考察了肉类消费的感知益处和障碍，从而为饮食行为改变和公共卫生提供了机会。
