Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake.

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults ( = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians ( = 286). Our findings reveal two distinct groups of flexitarians: ethical ( = 140) and utilitarian ( = 148). Utilitarian flexitarians exhibit a stronger preference for meat ((284)= -15.180, < 0.001), greater food neophobia ((284) = -4.785, < 0.001), and lower environmental awareness ((284) = 7.486, < 0.001) compared to Ethical flexitarians. The Ethical group, predominantly female ((1) = 13.366, < 0.001), demonstrates higher life satisfaction ((284) = 5.485, < 0.001), better health perceptions ((284) = 5.127, < 0.001), and stronger beliefs in reducing meat consumption ((284) = -8.968, < 0.001). Additionally, Ethical flexitarians hold more positive views on plant-based meat, perceiving it as healthier ((284) = 4.326, < 0.001) and more ethical ((284) = 4.942, < 0.001), and show a greater willingness to adopt it ((284) = 7.623, < 0.001). While both groups possess similar knowledge and willingness regarding cultured meat and insects, Ethical flexitarians view cultured meat more favourably ((250.976) = 2.964, = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.