Exploring moral disengagement in meat consumption among Malaysian youth – A cross-sectional study

Abstract

This study explores the moral disengagement with its five sub-dimensions and investigate the influence of animal ethics and environmental concern on moral disengagement in the context of adoption of plant-based diet among Malaysian youth. A cross-sectional survey involving 341 students from ten Malaysian universities was conducted using a structured questionnaire based on established scales for animal ethics, environmental awareness, intention to adopt plant-based diet and the five dimensions of moral disengagement, i.e. means-ends justifications, desensitization, denial of negative consequences, diffused responsibility, and reduced perceived choice. The findings indicate relatively low ethical concern regarding animal ethics and low-to-moderate environmental awareness concerning meat consumption as well as intention to adopt a plant-based diet. Moral disengagement was indicated as moderate-to-high with means-ends justification reported as the highest dimension, followed by diffused responsibility and desensitization. Animal ethics and environmental concerns are negatively related with moral disengagement and there is a significant negative relationship between moral disengagement with the intention to adopt plant-based diet. By identifying the psychological barriers to dietary change, this study helps design more effective strategies to promote plant-based diets and sustainability, thereby contributing to ethical food consumption and environmental protection.