In response to calls to expand knowledge on consumer willingness to reduce meat consumption and to adopt a more plant-based diet, this work advances the construct of meat attachment and the Meat Attachment Questionnaire (MAQ). The MAQ is a new measure referring to a positive bond towards meat consumption. It was developed and validated through three sequential studies following from an in-depth approach to consumer representations of meat. The construct and initial pool of items were firstly developed drawing on qualitative data from 410 participants in a previous work on consumers' valuation of meat. Afterwards, 1023 participants completed these items and other measures, providing data to assess item selection, factor structure, reliability, convergent and concurrent validity, and predictive ability. Finally, a sample of 318 participants from a different cultural background completed the final version of the MAQ along with other measures to assess measurement invariance, reliability and predictive ability. Across samples, a four-factor solution (i.e., hedonism, affinity, entitlement, and dependence) with 16 items and a second-order global dimension of meat attachment fully met criteria for good model fit. The MAQ subscales and global scale were associated with attitudes towards meat, subjective norm, human supremacy beliefs, eating habits, and dietary identity. They also provided additional explanatory variance above and beyond the core TPB variables (i.e. attitudes, subjective norm and perceived behavioral control) in willingness and intentions concerning meat substitution. Overall, the findings point towards the relevance of the MAQ for the study of meat consumption and meat substitution, and lend support to the idea that holding a pattern of attachment towards meat may hinder a shift towards a more plant-based diet.

HighlightsEvidence on transitions to more plant-based diets is increasing but still fragmented.This limits concerted efforts to successfully shape and sustain these transitions.We present a systematic review of relevant variables, framed as barriers and enablers.These were mapped into a coherent overarching framework of behavior change.Studies that integrate capability, opportunity and motivation variables are needed.3 Abstract BackgroundThere is increasing consensus that transitioning towards reduced meat consumption and more plant-based diets is a key feature to address important health and sustainability challenges. However, relevant evidence that may inform these transitions remains fragmented with no overarching rationale or theoretical framework, which limits the ability to design and deliver coordinated efforts to address these challenges. Scope and approachEleven databases were systematically searched using sets of keywords referring meat curtailment, meat substitution and plant-based diets, as well as consumer choice, appraisal or behavior (2602 articles selected for title and abstract screening; 161 full-texts assessed for eligibility; 110 articles selected for extraction and coding). Barriers and enablers were identified and integrated into an overarching framework (i.e., COM-B system), which conceptualizes behavior as being influenced by three broad components: capability, opportunity and motivation. Key findings and conclusionsThis review mapped potential barriers and enablers in terms of capability, opportunity, and motivation to reduce meat consumption and follow more plant-based diets. These included lack of information for consumers and difficulty to acquire new cooking skills (barrier, capability), changes in service provision in collective meal contexts (enabler, opportunity), and positive taste expectations for plant-based meals (enabler, motivation). Evidence on variables referring to the motivation domain is clearly increasing, but there is a striking need for studies that include capability and opportunity variables as well. The results of this review are relevant to a variety of fields and audiences interested in promoting sustainable living and health improvements through dietary choice.

A shift towards reduced meat consumption and a more plant-based diet is endorsed to promote sustainability, improve public health, and minimize animal suffering. However, large segments of consumers do not seem willing to make such transition. While it may take a profound societal change to achieve significant progresses on this regard, there have been limited attempts to understand the psychosocial processes that may hinder or facilitate this shift. This study provides an in-depth exploration of how consumer representations of meat, the impact of meat, and rationales for changing or not habits relate with willingness to adopt a more plant-based diet. Multiple Correspondence Analysis was employed to examine participant responses (N = 410) to a set of open-ended questions, free word association tasks and closed questions. Three clusters with two hallmarks each were identified: (1) a pattern of disgust towards meat coupled with moral internalization; (2) a pattern of low affective connection towards meat and willingness to change habits; and (3) a pattern of attachment to meat and unwillingness to change habits. The findings raise two main propositions. The first is that an affective connection towards meat relates to the perception of the impacts of meat and to willingness to change consumption habits. The second proposition is that a set of rationales resembling moral disengagement mechanisms (e.g., pro-meat justifications; self-exonerations) arise when some consumers contemplate the consequences of meat production and consumption, and the possibility of changing habits.

No abstract