Rethinking Diets: Exploring Gender Dynamics in the Intentions to Reduce Red Meat Consumption

The global population is increasing, projected to reach 9 billion by 2050, which is leading to higher demand for food. This surge will also result in a greater desire for red meat, a source connected to significant environmental and health problems. To create effective plans for decreasing red meat consumption, understanding the factors that can encourage consumers to change their behaviors is crucial. Existing research suggests that gender plays a key role in dietary choices. Our goal is to explore gender differences in the intention to reduce meat consumption. This study employs an extension of the Theory of Planned Behavior, incorporating meat attachment as one of the antecedents of intention. We gathered data from a representative sample of 350 Italians, emphasizing that meat attachment stands out as the most significant differentiating driver of the intention to reduce meat consumption across genders.