Current Attitudes and Future Influence on Meat Consumption in the U.K.

A survey of 1018 U.K. residents was conducted using the basic structure of the theory of reasoned action along with scenarios of possible future events investigating meat-eating and vegetarianism. Over a quarter (28%) of the sample considered themselves to be reducing meat consumption although a comparison of present and retrospective meat consumption indicated that less than a quarter of this group had cut down on a variety of meats in their diets over the past year. The attitudes related to present meat consumption were healthiness, taste, value for money and, to some extent, ethical issues. Healthiness, taste and concerns over additives were related to changes in meat consumption over the preceding year. Beliefs about the healthiness of meat were also related to reported changes in meat-eating behaviour when "something that could possibly happen in the future" was described. Future events found to affect people's estimated meat-eating were the availability of polyunsaturated meat and meat produced with strict safety guarantees, the former change being dependent on a constant price. Reductions in the fat content of meat or claims extolling the nutritional benefits of eating meat were not related to predicted future meat-eating.