Drivers and Barriers Toward Reducing Meat Consumption

Cheah, I., Shimul, A. S., Liang, J., & Phau, I. (2020). Drivers and barriers toward reducing meat consumption. Appetite, 104636.

23 Pages Posted: 21 Apr 2020

See all articles by Isaac Cheah

Isaac Cheah

Curtin University - School of Marketing

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Johan Liang

Curtin University

Ian Phau

Curtin University

Date Written: February 21, 2020

Abstract

The purpose of this paper is to explore the consumers' attitude and intention toward reducing meat consumption. In exploring such, the influence of social norm, perceived benefits, perceived barrier and environmental concern are examined. A self-administered online survey was employed for data collection. A sample of 298 Australians was analysed through structural equation modelling with SPSS AMOS 25. Social norm, perceived benefits and barriers as well as environmental concerns had significant impact on the consumers’ attitude toward reducing meat consumption. The findings of this paper validate and extend the theoretical framework on dietary behaviour change in particular one that involves reducing the consumption of meat. The findings provide valuable insights to food producers and the food industry, as well as health professionals as it highlights the linkages between meat consumption reduction and a broad array of motivations such as health and care for the environment. The study provides insights into the motivations of individuals to limit their meat consumption. More importantly, it also systematically examines the perceived benefits and barriers of meat consumption thus shedding insights on the opportunities for dietary behaviour change and public health.

Keywords: Meat Consumption, Diet, Environmental concern, Attitude, Food choices

Suggested Citation

Cheah, Isaac and Shimul, Anwar Sadat and Liang, Johan and Phau, Ian, Drivers and Barriers Toward Reducing Meat Consumption (February 21, 2020). Cheah, I., Shimul, A. S., Liang, J., & Phau, I. (2020). Drivers and barriers toward reducing meat consumption. Appetite, 104636., Available at SSRN: https://ssrn.com/abstract=3545755

Isaac Cheah

Curtin University - School of Marketing ( email )

Australia

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

Johan Liang

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

Ian Phau

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

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