| dc.description.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. | |
