Towards a healthy and sustainable diet: exploring factors influencing red meat consumption among excessive consumers in Western countries

Excessive red and processed meat consumption poses health risks and contributes to environmental degradation. This study investigates factors driving reductions in such consumption, especially among excessive consumers, defined as individuals who exceed the meat consumption recommendations set by the World Health Organization (WHO) and who report to consume red and processed meat more than four times per week over a four-week period. To this end, we extend the Theory of Planned Behavior (TPB). We introduce personal norms as a mediator between social norms, perceived behavioral control, and attitudes toward reducing meat consumption. Additionally, by incorporating the Food Choice Motives scale, we identify drivers that may effectively motivate excessive consumers to reduce consumption. Survey data from Italy (n = 524) and France (n = 513) reveal that intentions to reduce meat consumption strongly align with behavior change. Key predictors include personal norms, social influences, perceived control, and motives related to health, sustainability, and convenience. These associations remain consistent across both countries, suggesting similar factors influence meat reduction among Western consumers. Our findings underscore the potential to improve public health and promote sustainable food practices by targeting behavioral drivers of reduced meat consumption.