The Road to Sustainable Meat Consumption – What Drives Consumer Intention to Reduce Red Meat Consumption?

The present study investigates a topical issue of our time, the factors influencing the reduction of meat consumption among the Romanian population. Adequate meat consumption is important for both health and environmental impacts. The research involved 587 respondents who were interviewed using an online questionnaire. Data were processed using IBM SPSS 25 and SmartPLS 4.0 software. Multivariate data analysis showed that attitude is the most important factor influencing the intention to reduce meat consumption. This is followed by the social norms that people consider important and the perceived behavioral control. The perceived health benefits are the most important factor in shaping attitudes towards reducing meat consumption, followed by environmental impact of livestock production.