Consumer Behavior Concerning Meat Consumption: Evidence from Brazil

Recent research has consistently related the production and consumption of meat with environmental degradation, health problems, and damage to animal welfare. However, meat consumption represents a well-established eating behavior among many consumers. After all, meat is a central food in many cultures, and changing eating habits can be very challenging. Nevertheless, there is a group of consumers who have reduced the consumption of meat in their diet. Understanding the facilitators and barriers that influence these behavioral changes in different cultures and contexts can help to promote future collective reductions in meat consumption. This article investigates the main facilitators of and barriers to the reduction of consumption in the largest meat-consuming market in the world to contribute to the advancement of knowledge on meat-reduced diets. In order to achieve this objective, semi-structured interviews were conducted with consumers who reduced their meat consumption. In this context, a content analysis was conducted to identify 22 facilitators and 15 barriers classified according to the COM-B system. This system conceptualizes Behavior, which can be influenced by Capability, Opportunity, and Motivation. The results of this research corroborate previous discoveries or confirm the presence of a set of facilitators of and barriers to the reduction of meat consumption previously suggested in the literature.