Correlates of the Intention to Reduce Meat Consumption

Krispenz, Ann; Bertrams, Alex (2020). Correlates of the Intention to Reduce Meat Consumption. Sustainability, 12(11), p. 4774. MDPI 10.3390/su12114774

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Meat consumption significantly contributes to environmental damage. Thus, a reduction in meat consumption can be regarded as sustainable behavior. Based on the assumptions of the theory of planned behavior, we examined the predictive power of individuals’ attitudes, their subjective norm, and perceived behavioral control for their intention to reduce domestic meat consumption. We assessed respective variables in a sample of 256 university students (2015) and 231 employees and university students (2017). Regression analyses revealed that the attitude toward reducing one’s own meat consumption was strongly related to the corresponding intention. Furthermore, the subjective norm predicted one’s intention to eat less meat, whereas perceived behavioral control did not. Results were similar across both samples (2015 and 2017). The findings imply that sustainable meat consumption is most likely to be achieved by a change in consumers’ attitudes.

Item Type:

Journal Article (Original Article)

Division/Institute:

07 Faculty of Human Sciences > Institute of Education > Educational Psychology

UniBE Contributor:

Krispenz, Ann, Bertrams, Alexander Gregor

Subjects:

100 Philosophy > 150 Psychology
300 Social sciences, sociology & anthropology > 370 Education

ISSN:

2071-1050

Publisher:

MDPI

Language:

English

Submitter:

Alexander Gregor Bertrams-Pencik

Date Deposited:

15 Sep 2020 08:38

Last Modified:

05 Dec 2022 15:40

Publisher DOI:

10.3390/su12114774

BORIS DOI:

10.7892/boris.146524

URI:

https://boris.unibe.ch/id/eprint/146524

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