The environmental impact of beef production on greenhouse gas emissions requires urgent changes in global dietary behaviours. Young adults play a crucial role in this transition due to their growing environmental awareness and influential role on societal behaviour. This thesis examines young adults9 attitudes toward meat consumption in Germany and South Korea, focusing on how the contradictory trends in per capita meat consumption apply to this age group, the factors influencing these behaviours, and the resulting preferences for meat substitutes. A mixed-methods approach was employed, involving quantitative and qualitative analysis. A total of 279 participants (211 Germans, 68 South Koreans) were surveyed, assessing factors like meat attachment, consumption patterns, cultural influences, food neophobia, health perceptions, and environmental awareness. Key findings showed that South Koreans consume meat more frequently than Germans (4-6 times vs. 2.3 times per week) and have a higher mean Meat Attachment Index (3.48/5 vs. 2.90/5). Additionally, 61.8% of South Koreans preferred cultured meat over plant-based substitutes, while Germans were indifferent. Qualitative insights reveal that in South Korea, meat remains strongly tied to cultural and sensory attributes, while Germans associate meat more with environmental concerns, showing greater openness to substitutes. The study suggests cross-country tailored strategies to promote sustainable diets among young adults, contributing to global efforts to reduce the environmental impact of food consumption.
Date of Award | 22 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Ana Isabel de Almeida Costa (Supervisor) |
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- Meat consumption
- Meat substitutes
- PBMA
- Cultured meat
- Cross-cultural study
- Germany
- South Korea
- Young adults
- Cultural traditions
- Environmental concerns
- Plant-based diets
- Mestrado em Gestão e Administração de Empresas
Attitudes of young adults toward meat consumption and effects on preferences for meat substitutes: a cross-cultural study of Germany and South Korea
Schwarze, A. S. (Student). 22 Oct 2024
Student thesis: Master's Thesis