Correlates of the Intention to Reduce Meat Consumption
Educational Psychology Lab, Institute of Educational Science, University of Bern, 3012 Bern, Switzerland
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Sustainability 2020, 12(11), 4774; https://doi.org/10.3390/su12114774
Received: 1 May 2020 / Revised: 1 June 2020 / Accepted: 6 June 2020 / Published: 11 June 2020
(This article belongs to the Section Psychology of Sustainability and Sustainable Development)
Meat consumption significantly contributes to environmental damage. Thus, a reduction in meat consumption can be regarded as sustainable behavior. Based on the assumptions of the theory of planned behavior, we examined the predictive power of individuals’ attitudes, their subjective norm, and perceived behavioral control for their intention to reduce domestic meat consumption. We assessed respective variables in a sample of 256 university students (2015) and 231 employees and university students (2017). Regression analyses revealed that the attitude toward reducing one’s own meat consumption was strongly related to the corresponding intention. Furthermore, the subjective norm predicted one’s intention to eat less meat, whereas perceived behavioral control did not. Results were similar across both samples (2015 and 2017). The findings imply that sustainable meat consumption is most likely to be achieved by a change in consumers’ attitudes.
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Keywords:
theory of planned behavior; meat consumption; attitudes
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MDPI and ACS Style
Krispenz, A.; Bertrams, A. Correlates of the Intention to Reduce Meat Consumption. Sustainability 2020, 12, 4774. https://doi.org/10.3390/su12114774
AMA Style
Krispenz A, Bertrams A. Correlates of the Intention to Reduce Meat Consumption. Sustainability. 2020; 12(11):4774. https://doi.org/10.3390/su12114774
Chicago/Turabian StyleKrispenz, Ann, and Alex Bertrams. 2020. "Correlates of the Intention to Reduce Meat Consumption" Sustainability 12, no. 11: 4774. https://doi.org/10.3390/su12114774
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