Unveiling Argentina’s meat demand

María Victoria Ortiz, Cecilia Reyna, María Victoria Ortiz, Cecilia Reyna, María Victoria Ortiz and Cecilia Reyna

Chapter Chapter 17 in The Elgar Companion to Consumer Behaviour and the Sustainable Development Goals, 2025, pp 274-288 from Edward Elgar Publishing

Abstract: This chapter aims to explain which factors affect meat consumption reduction in a South American country. Argentina, and more specifically the Pampean region, has a long tradition of meat production and consumption. The shift towards healthier and more environmentally conscious diets aligns with the global goals outlined in the United Nations Sustainable Development Goals (SDGs), particularly SDG 3 on health and well-being and SDG 12 on responsible consumption and production. Achieving these goals in a highly meat-dependent context requires additional effort. A starting point is to gain clarity on consumer preferences and choices. This chapter presents results based on a survey conducted among a sample of Argentina’s urban and adult population. We take a mainly psychological perspective to explain the behavioural intention to reduce beef consumption. Several variables are considered, including attitudes, personal norms and national social norms. The results highlight attitudes and personal norms as the main predictors of intentions to reduce beef consumption. Health reasons outweigh other reasons for reducing this behaviour, while the acceptance of policies to reduce beef consumption is low compared to other dietary change interventions.

Keywords: Beef; Demand-side; Behaviour change; Psychology; Argentina (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035325054
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