Climate change is one of most significant global challenges, with serious consequences for the environment and public health, and meat consumption is a key factor contributing to this impact. While nearly half of the German population has the intention to reduce their meat consumption, actual consumption rates remain high, which highlights the need to understand the factors preventing people from translating their intentions into actual behavior. Using the Theory of Planned Behavior as a theoretical framework, this study explores the roles of attitudes, subjective norms and perceived barriers in influencing meat consumption. A particular emphasis is placed on generational differences, as previous research has indicated that younger generations are generally more concerned about climate change yet tend to consume more meat than older generations. Through a quantitative survey, the hypotheses were tested using Hayes9 PROCESS model for SPSS, focusing on a double moderation analysis. The results show that attitudes toward meat consumption significantly predict meat consumption, and may particularly do so in younger generations, while subjective norms did not play a significant role. Moreover, perceived barriers were found to significantly impact meat consumption, as well as moderating the relationship between attitude and behavior. Understanding generational dynamics is crucial for developing targeted interventions to reduce meat consumption and promote sustainable dietary behaviors. Future research should investigate the role of subjective norms and generational differences to better understand and address the attitude-behavior gap.
- Meat consumption
- Meat consumption reduction
- Generational differences
- Theory of planned behavior
- Attitude-behavior gap
- Mestrado em Gestão e Administração de Empresas
Beyond good intentions: exploring the attitude-behavior gap across different generations in the context of meat consumption
Garbers, L. V. (Student). 16 Oct 2024
Student thesis: Master's Thesis