Understanding the Intention-Behaviour Gap in Meat Reduction: The Role of Cognitive Dissonance in Dietary Change

Abstract

Transitioning to a plant-dominant food system is crucial for mitigating climate change, improving public health, and reducing animal suffering. However, despite growing awareness of these benefits, meat consumption remains high in most developed countries, and many individuals who intend to reduce their meat intake struggle to follow through. This longitudinal study, grounded in the transtheoretical model of change and cognitive dissonance theory, examines the psychological mechanisms underlying the adoption of a vegetarian diet. Findings suggest that cognitive dissonance mediates the relationship between motivations, barriers to meat reduction, and individuals’ stage of dietary change. Those who successfully transitioned to a vegetarian diet experienced increased cognitive dissonance alongside a decline in health and feasibility barriers. Conversely, individuals who maintained meat consumption despite their intentions faced heightened feasibility barriers and a weakened perception of plant-based food benefits. These insights can assist policymakers and industry professionals in developing stage-specific interventions that address the psychological and practical challenges of meat reduction, ultimately facilitating a shift towards a more sustainable and ethical food system.

Keywords: behaviour change, meat reduction, Transtheoretical model of change, Cognitive dissonance