The role of psychological food involvement in explaining the intention to reduce meat consumption

Meat overconsumption has increased significantly over the last few years. However, it has detrimental consequences for the environment, human health, and the well-being of animals. To address these issues, research that delves into the motivations behind reducing meat consumption is essential. Recent studies have revealed that food is acquiring symbolic value, making it even more crucial to explore this area. Thus, a new construct called Psychological Food Involvement (PFI) has been developed and validated to map the symbolic value people attribute to food. Although previous research has demonstrated that PFI predicts sustainable consumption behaviours, there is a lack of studies investigating its association with the intention to reduce meat consumption. To bridge this gap, the current study collected data by administering a questionnaire to 1007 participants, representative of the Italian population, with considerations for sex, age, profession, center size, and geographical area using stratified sampling. Employing descriptive statistics and a hierarchical regression model that accounted for socio-demographic and attitudinal variables, such as concerns for personal health, the environment, and animal welfare, the results revealed that PFI plays a pivotal role in understanding the intention to reduce meat consumption. Consumers who use food to control their public image and create a positive impression on others are more inclined to reduce their meat intake. On the other hand, those who utilize food to strengthen social bonds and achieve positive emotions are less likely to cut down on meat consumption. This study emphasizes the importance of considering cultural, social, and personal values associated with meat consumption while formulating future dietary recommendations and conducting research to foster healthy and sustainable eating habits.