Self-Reported Past Behaviour And Intentions For Change

This survey of Finnish adults examined past and future motivations for meat reduction. It revealed three broad types of meat consumers: those who had no intentions of reducing meat consumption (48%), those who had already shifted toward meat reduction and increased vegetable consumption (13%), and those who were undergoing a shift to incorporating more vegetables and less meat (39%). The most important motivation for meat reduction was personal health.

Article Abstract:

“This study analysed meat consumption patterns among Finnish consumers, considering both stated past changes and intended future changes. Consumer segments with different patterns of and reasons for change were identified. Latent class analysis revealed six consumer clusters that formed three major cluster blocks. The first block, comprising 48% of the consumers, had established consumption patterns and no intentions to change them. In the second block, with 13% of the consumers, consumption patterns had already shifted towards more vegetables and less meat. The third block, with 39% of the consumers, was identified to be in the middle of a change with a general tendency to reduce the use of meat and increase the use of vegetables. Although the environmental effects of meat and animal welfare issues were important reasons for change in some clusters, healthiness was the most salient stated reason for changing consumption habits.”