Purpose

Meat consumption has a variety of implications in society. While various types of meat-restricted diets exist to address this, not enough is known about how the average meat consumer views different avenues to lessening their intake. In response, this study aims to assess US omnivores’ impressions of three meat-restricted diets.

Design/methodology/approach

An online survey was administered to a cross-sectional, census-balanced sample from Nielsen of 30,000+ US adults. Omnivores (N = 928) were randomized into one of the three conditions where they were asked about their perceptions of a vegetarian diet, a reduced-meat diet or a chicken-free diet as individuals not currently following that dietary pattern.

Findings

The findings showed that omnivores had a more favorable perception of a reduced-meat diet on a greater number of study variables as compared to the vegetarian or chicken-free diets. The research also demonstrated that a majority of omnivores were in the precontemplation stage of cognitive change, suggesting that most American omnivores are not actively demonstrating a readiness to alter their meat consumption in the ways presented.

Originality/value

This research is the first to examine the comparative trends around these three diets among omnivores. It also speaks to how the desirability of meat restriction varies by type of approach, i.e. elimination or reduction, and if the latter, what type. The findings may be of relevance for efforts to reduce global meat consumption for ethical, health, or environmental reasons.

中文翻译：

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减少肉类，素食或避免鸡肉：美国杂食店对三种限制肉类饮食的印象

目的

肉类消费对社会有多种影响。尽管存在各种限制肉类饮食的方法来解决这个问题，但对普通肉类消费者如何减少摄入量的不同途径知之甚少。作为回应，本研究旨在评估美国杂食者对三种限制肉类饮食的印象。

设计/方法/方法

对来自尼尔森（Nielsen）的30,000多名美国成年人的横断面，人口普查平衡的样本进行了在线调查。杂食动物（N  = 928）被随机分为三个条件之一，询问他们对素食，低肉饮食或无鸡饮食的看法，因为他们目前不遵循这种饮食模式。

发现

研究结果表明，与素食或无鸡肉饮食相比，杂食者在更多的研究变量上对减少饮食的饮食更满意。这项研究还表明，大多数杂食动物处于认知改变的预想阶段，这表明大多数美国杂食动物并未积极表明愿意以提出的方式改变肉食。

创意/价值

这项研究是第一个研究杂食动物这三种饮食的比较趋势的研究。它还说明了限制肉类的理想程度如何随方法类型（即消除或减少）以及（如果是）是哪种类型而变化。该发现可能与出于伦理，健康或环境原因而减少全球肉类消费的努力有关。