The consumption of animal products, especially meat, contributes heavily to climate change. Despite an increased number of individuals reducing their meat consumption, little research has explored flexitarianism. The objective of this study was to explore the motivations, barriers, and strategies for reduced meat consumption. The qualitative study, utilizing six focus groups in New Zealand, explores the cognitive, affective, and cultural components of meat reduction through the examination of the different stages of the family lifecycle. The research finds significant differences in motivations for meat reduction between young adults, families, and retirees, with health, environmental and cost important factors but to different degrees. However, all continue to eat meat due to cravings, taste and nutrition beliefs. Strategies for substitution are similar for young adults and families but differ from retirees, with the former populations exhibiting greater creativity and exploration, not seeing meat reduction as 'meat replacement' but instead as a recreation of the main meal. The barriers to meat reduction are similar across the family lifecycle with a lack of information and cultural, media, and institutional discourse large inhibitors to reduction. Yet, social and cultural factors also encourage individuals to reflect on their meat consumption and social connections (including social media) provide accessible and persuasive messaging for meat reduction. Consequently, public education and social marketing campaigns need to be implemented to provide information and recipes, and such information should be in varied formats to appeal to different segments of individuals.

中文翻译：

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不同家庭生命周期阶段减少肉类的动机、障碍和策略

动物产品的消费，尤其是肉类，对气候变化有很大影响。尽管越来越多的人减少肉类消费，但很少有研究探讨弹性素食主义。本研究的目的是探索减少肉类消费的动机、障碍和策略。定性研究利用新西兰的六个焦点小组，通过检查家庭生命周期的不同阶段，探索减少肉类的认知、情感和文化成分。研究发现，年轻人、家庭和退休人员减少肉类的动机存在显着差异，其中健康、环境和成本等重要因素不同程度不同。然而，由于渴望、口味和营养信仰，所有人都继续吃肉。年轻人和家庭的替代策略与退休人员相似，但与退休人员不同，前者的人群表现出更大的创造力和探索性，他们不将减少肉类视为“肉类替代品”，而是将其视为对主餐的一种娱乐。减少肉类的障碍在整个家庭生命周期中都是相似的，缺乏信息和文化、媒体和机构话语是减少肉类的巨大阻碍。然而，社会和文化因素也鼓励个人反思他们的肉类消费和社会关系（包括社交媒体）为减少肉类提供了易于理解和有说服力的信息。因此，需要实施公共教育和社会营销活动，以提供信息和食谱，