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Plant-based meats - an alternative for reducing the attitude-behaviour gap in meat consumption
(2021)
It is well established that global meat consumption poses a problem not only concerning its environmental impact, but from a health and ethical point of view. While many Germans are aware of these issues, most still are not prepared to reduce their meat consumption. This study aims to add to the understanding of the attitude-behaviour gap in meat consumption among German consumers. Furthermore, it investigates whether plant-based meat substitute products can help reduce this gap. As theoretical frameworks, this study uses the Theory of Planned Behaviour (TPB) model as well as the Shift Wheel. Results derive from a questionnaire sent out in January 2021, in which 153 responses were obtained. The analysis showed that the TPB model’s ability to predict consumer willingness and intentions to consume meat was significant, but less than expected, and that in order to decrease the attitude - behaviour gap in meat consumption, one would mostly need to influence the factors attitude and perceived behavioural control. It was furthermore found that participants see meat substitutes as a product which helps with the shift to consuming less meat, rather minimizing the disruption of changing shifting diets and not so much as a product which sells a compelling, additional benefit. The survey also demonstrated that the main issues which should be addressed by producers and marketers are consumers’ perceptions of meat alternatives being artificial and expensive.