Correlates of the Intention to Reduce Meat Consumption

Ann Krispenz and Alex Bertrams
Additional contact information
Ann Krispenz: Educational Psychology Lab, Institute of Educational Science, University of Bern, 3012 Bern, Switzerland
Alex Bertrams: Educational Psychology Lab, Institute of Educational Science, University of Bern, 3012 Bern, Switzerland

Sustainability, 2020, vol. 12, issue 11, 1-9

Abstract: 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.

Keywords: theory of planned behavior; meat consumption; attitudes (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/11/4774/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/11/4774/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:11:p:4774-:d:370043

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().