This study analyzed the psychosocial aspects that predict intention to reduce red/processed meat consumption, proposing an integration of the Theory of Planned Behavior (TPB) and the Value‐Belief‐Norm (VBN) approaches. Participants (N = 233) filled in a self‐report online questionnaire, measuring the intention to reduce red/processed meat consumption, and both TPB (attitude, subjective norm, perceived behavioral control, and past behavior) and VBN (universalism, general pro‐environmental beliefs, awareness of consequences, ascription of responsibility, and personal norm) variables. Results of structural equation modeling showed the adequacy of the proposed TPB + VBN integrated model to predict consumers’ intention to reduce red/processed meat consumption. Attitude and subjective norm were the strongest predictors of intention, followed by personal norm and past behavior. Mediation analyses showed that the impact of the VBN chain (from universalism to personal norm) on intention was mediated by attitude. Thus, consumers’ intention to reduce red/processed meat consumption was associated with a rational consideration of benefits related to the behavior in question, which in turn was based on moral considerations connected to pro‐environmental motives. Discussion focuses on the opportunity to integrate the (rational) TPB approach with the (normative) VBN approach, highlighting psychosocial aspects that public policy should focus on to promote a reduction of red/processed meat consumption.

中文翻译：

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减少红色和加工肉消耗的理性和道德动机

这项研究分析了预测减少红色/加工肉消耗的意图的社会心理方面，提出了计划行为理论（TPB）和价值信念规范（VBN）方法的整合。参加人数 = 233）填写了一份自我报告在线调查表，测量了减少食用红色/加工肉的意图，以及TPB（态度，主观规范，感知的行为控制和过去的行为）和VBN（普遍主义，一般的环境信念） ，后果意识，责任归属和个人规范）变量。结构方程建模的结果表明，建议的TPB + VBN集成模型足以预测消费者减少红色/加工肉类消费的意图。态度和主观规范是意图的最强预测因子，其次是个人规范和过去的行为。调解分析表明，VBN链（从普遍主义到个人规范）对意图的影响是由态度引起的。从而，消费者减少食用红色/加工肉的意图与对与上述行为有关的利益的合理考虑有关，而这种反过来又基于与环保动机有关的道德考虑。讨论的重点是将（理性的）TPB方法与（规范的）VBN方法相集成的机会，强调了公共政策应着重于促进减少红色/加工肉消费的社会心理方面。