Do meat anti-consumption opinions influence consumers' wellbeing?-The moderating role of religiosity.

The study aims to determine the role of personal factors, consumer social responsibility, and social marketing among meat anti-consumers. The study tests a model of anti-consumption using a sample of 597 ( = 597) participants from a cluster of young consumers through the distribution of the questionnaires in the Pakistani market. SEM employing the AMOS model for path relationships along with the Johnson-Neyman technique for moderation was mainly used. Results prescribe religiosity as the moderating driver of the anti-consumption of meat among young consumers in Pakistan. Consumer social responsibility is a robust antecedent, while social marketing is significantly documented for sustainability motives. Consumers apprise the personal health and environmental domain as an auspicious component for meat anti-consumption. The study reveals social marketing motivations for anti-consumption that eventually steers marketers and policymakers in shaping the concerned strategies. Our study delivers new insights into food anti-consumption behavior that provides guidelines for policymakers who heed consumer eating behaviors. The study is among pioneer work that establishes the moderating role of religious motivations and meat anti-consumption behavior among Muslim consumers to acquire healthy wellbeing.