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The production and consumption of meat are considered among the most harmful dietary patterns due to their high carbon, water, and ecological footprint. Therefore, nonprofit organizations and policymakers worldwide are seeking strategies to persuade citizens to reduce their meat consumption. However, these strategies will not yield the desired outcomes if citizens’ behaviors, attitudes, and perceptions toward reducing meat consumption are negative, or if their interest in environmental issues is low. This study examines the meat consumption patterns, attitudes toward reducing meat consumption, and purchasing behaviors of adult Generation Z cohort members. It also investigates their environmental concern, general pro-environmental beliefs, and their willingness to both reduce meat consumption and recommend it to others. Finally, Gen Zers are segmented based on these variables. An online questionnaire targeting adult Gen Z participants (N = 920) was utilized.  Mean Factor Scores (MFS) were calculated per factor to use in segmentation analysis. Results revealed that nearly half of the participants (48.2%) reported regularly eating meat at least 1–3 times a week. On a 7-point Likert and Likert-type scale, participants somewhat agreed that reducing meat consumption benefits both humans and the environment (MFS = 4.55). They also somewhat agreed that environmental issues are important (MFS = 5.42). However, Gen Zers tend to neither agree nor disagree that they are “green consumers” (MFS = 3.97) and that they intend to decrease meat consumption (MFS = 3.69). Additionally, they were unlikely to recommend reducing meat consumption to others (MV = 2.97). K-means cluster analysis identified three segments within the Gen Z group: those who were indifferent toward the studied variables and unwilling to reduce or recommend meat reduction (n = 421; 45.7%), those who were favorably disposed (n = 296; 32.2%), and those who were unfavorably disposed (n = 203; 22.1%). These findings underscore the need for environmental education and marketing strategies to foster long-term changes in attitudes, perceptions, and behavior.

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Meat Consumption and Intention to Reduce Meat Intake by the Generation Z Cohort

  • 会议论文

  • 发表日期：

    2025年

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  • Irene Kamenidou,
  • Spyridon Mamalis,
  • Stergios Gkitsas,
  • Aikaterini Stavrianea,
  • Ifigeneia Mylona

摘要

The production and consumption of meat are considered among the most harmful dietary patterns due to their high carbon, water, and ecological footprint. Therefore, nonprofit organizations and policymakers worldwide are seeking strategies to persuade citizens to reduce their meat consumption. However, these strategies will not yield the desired outcomes if citizens’ behaviors, attitudes, and perceptions toward reducing meat consumption are negative, or if their interest in environmental issues is low. This study examines the meat consumption patterns, attitudes toward reducing meat consumption, and purchasing behaviors of adult Generation Z cohort members. It also investigates their environmental concern, general pro-environmental beliefs, and their willingness to both reduce meat consumption and recommend it to others. Finally, Gen Zers are segmented based on these variables. An online questionnaire targeting adult Gen Z participants (N = 920) was utilized.  Mean Factor Scores (MFS) were calculated per factor to use in segmentation analysis. Results revealed that nearly half of the participants (48.2%) reported regularly eating meat at least 1–3 times a week. On a 7-point Likert and Likert-type scale, participants somewhat agreed that reducing meat consumption benefits both humans and the environment (MFS = 4.55). They also somewhat agreed that environmental issues are important (MFS = 5.42). However, Gen Zers tend to neither agree nor disagree that they are “green consumers” (MFS = 3.97) and that they intend to decrease meat consumption (MFS = 3.69). Additionally, they were unlikely to recommend reducing meat consumption to others (MV = 2.97). K-means cluster analysis identified three segments within the Gen Z group: those who were indifferent toward the studied variables and unwilling to reduce or recommend meat reduction (n = 421; 45.7%), those who were favorably disposed (n = 296; 32.2%), and those who were unfavorably disposed (n = 203; 22.1%). These findings underscore the need for environmental education and marketing strategies to foster long-term changes in attitudes, perceptions, and behavior.