The steaks have never been higher:The Influencing Role of Motivations on the Relationship between Values and ReducingMeat Consumption Behaviour

Abstract

In many ways, a diet containing less animal protein and more plant-based protein is a more sustainable diet. Although much effort is being made worldwide to reduce meat consumption, figures show that meat consumption in the Netherlands has stagnated. Previous studies applied the Value-Belief Norm Theory to show that self-transcendence values are positively and self-enhancement values are negatively related to reducing meat consumption. Other studies focussed on motivations for reducing meat consumption, i.e., animal welfare, environment and health. Building on this knowledge, the current study used quantitative data from the Dutch LISS Panel to investigate the relationship between values and motivations and how this influences reducing meat consumption. Results confirm the positive effects of the altruistic and biospheric values and the negative effect of egoistic values on meat replacement product consumption (MRPC). Furthermore, although some effects were small, this study demonstrated that moral motives (animal welfare and environment) appeared to completely mediate the relationship between altruistic values and MRPC, and these motives partially mediated the relationship between biospheric values and MRPC. Furthermore, results also showed that the self-interested motive (health) potentially positively influences individuals with egoistic and hedonic values to reduce their meat consumption as well, through a small moderating effect on this association. The results implicate how motivations explain the relationship between values and the pro-environmental behaviour of reducing meat consumption. More importantly, the self-enhancing values could potentially not undermine sustainable meat consumption by increasing health motives. In practice, these insights aid in linking more effective interventions to groups with specific value profiles by targeting their associated motivations and helping reduce their meat consumption.