Exploration of Meat Reducers’ Motivations and Their Food Choices

Abstract

The past decade has observed an increasing number of consumers who are reducing their meat consumption without giving up meat altogether, known as meat reducers or flexitarians. However, relatively little is known about meat reducers in Canada. The goal of this study is to understand the motivations, perceived barriers, and current practices of meat reducers, compare them with other diet groups, and explore heterogeneity among them. To achieve this, we conducted an online survey with students attending a Canadian university (n=438). Our sample consisted of regular omnivores, omnivores reducing meat, meat reducers and vegetarians/ vegans. Results revealed that meat reducers are a distinct diet group that fall between regular omnivores and vegetarians/vegans on a broad range of variables. Lastly, we conducted latent profile analysis and identified four segments of meat reducers: ethical reducers (21%), mixed-motive reducers (24%), uncommitted reducers (41%), and restrictive reducers (14%).