Red and Processed Meat Consumption. Analysing the Profile of Italian Millennials Consumers

Despite recommendations from the World Health Organization (WHO) to limit red meat intake, many consumers continue to consume excessive amounts of red meat. While health concerns serve as a motivation for some to reduce their meat consumption, this study acknowledges the intricacies of dietary decisions. It explores various aspects, including socio-demographic factors, psychographic factors, and contextual factors, in order to gain insights into what drives this behavior. Specifically, this current study focuses on Italian Millennials, a significant consumer group, with the aim of uncovering the determinants behind their dietary habits. Through a thorough analysis of their eating behaviors, this research provides valuable insights for policymakers and public health initiatives aiming to promote healthier and more sustainable eating habits among this generation. Understanding the factors that shape red meat consumption among Italian Millennials is crucial for the development of effective interventions. This research contributes to addressing health and environmental concerns associated with excessive meat consumption.