The purpose of this paper is to explore the consumers' attitude and intention toward reducing meat consumption. In exploring such, the influence of social norm, perceived benefits, perceived barrier and environmental concern are examined. A self-administered online survey was employed for data collection. A sample of 298 Australians was analysed through structural equation modelling with SPSS AMOS 25. Social norm, perceived benefits and barriers as well as environmental concerns had significant impact on the consumers' attitude toward reducing meat consumption. The findings of this paper validate and extend the theoretical framework on dietary behaviour change in particular one that involves reducing the consumption of meat. The findings provide valuable insights to food producers and the food industry, as well as health professionals as it highlights the linkages between meat consumption reduction and a broad array of motivations such as health and care for the environment. The study provides insights into the motivations of individuals to limit their meat consumption. More importantly, it also systematically examines the perceived benefits and barriers of meat consumption thus shedding insights on the opportunities for dietary behaviour change and public health.

中文翻译：

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减少肉类消费的驱动因素和障碍

本文旨在探讨消费者对减少肉类消费的态度和意愿。在探索这一点时，审查了社会规范、感知利益、感知障碍和环境问题的影响。使用自我管理的在线调查来收集数据。使用 SPSS AMOS 25 通过结构方程模型分析了 298 名澳大利亚人的样本。社会规范、感知利益和障碍以及环境问题对消费者减少肉类消费的态度有显着影响。本文的发现验证并扩展了饮食行为改变的理论框架，特别是涉及减少肉类消费的饮食行为改变。这些发现为食品生产商和食品行业提供了宝贵的见解，以及卫生专业人员，因为它强调了减少肉类消费与健康和保护环境等广泛动机之间的联系。该研究提供了对个人限制肉类消费动机的见解。更重要的是，它还系统地检查了肉类消费的感知好处和障碍，从而深入了解饮食行为改变和公共卫生的机会。