“…The finding that affective attitude was more predictive than instrumental attitude was consistent with various studies, which found that the first was more effective in predicting various health behaviours (e.g., Conner, Godin, Sheeran, & Germain, 2013;Conner et al, 2015), and with evidence that meat consumption is related more strongly with affective attitude than a cognitive attitude (Aikman, Crites, & Fabrigar, 2006;Berndsen & Van der Pligt, 2004). The finding that subjective norm was not a significant predictor of intention is in accordance with previous studies, which found that subjective norm has a low or nonsignificant relationship to healthy eating (Blanchard et al, 2009;Louis, Chan, & Greenbaum, 2009) and particularly to a vegetarian diet (Povey et al, 2001), to the intention of substituting meat with a more plant-based diet (Graça, et al, 2015) or of reducing meat consumption (Zur & Klöckner, 2014;Zur, 2012). Importantly, the present study found that past behaviour was not a significant predictor of intention, responding to the issue noted by Richetin et al (2011) about the likely useful addition of past behaviour.…”