Purpose Controversies about meat consumption mainly stem from health and environmental concerns, and as a result a substantial number of consumers avoid consuming meat. Meat anti-consumption is a central topic in nutrition, and a relevant issue for consumer studies. The purpose of this paper is to understand why and how consumers avoid meat consumption. Design/methodology/approach A content analysis of web forums was conducted. Findings Meat avoiders think that meat is unhealthy and expensive. Other reasons for meat anti-consumption include concerns associated with lifestyle and sustainability, but the prevalence of these factors is considerably lower than health and economic concerns. Research limitations/implications Attitudes toward all kinds of meat were evaluated in the forum data. Further studies can be conducted on separate preferences for red or white meat. Since these data were collected from web forums in Turkey, research can also be extended to other countries. Practical implications Regarding health and sustainability concerns, consumer trust in producers and consumer consciousness about the environment may be improved by social marketing. To address lifestyle concerns, marketers can provide meatless offerings in convenient servings. Originality/value This study provides a coherent four-dimensional conceptual framework about the motives for meat anti-consumption, focusing on sustainability, personal health, economic concerns and lifestyle.

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