Changing Our Food Habits One Bite at a Time: Exploring Young Flexitarians in a Country with a High Meat Intake

Abstract

Flexitarian diets have gained attention for their potential positive impact on human health and greenhouse gas emissions reduction. However, a critical question remains: Can the segment of flexitarians significantly contribute to necessary changes in our current unsustainable food systems? Our study addresses this gap by examining meat consumption habits among young adults (n = 1023) in a country with traditionally high meat intake. Furthermore, we focus on a subset of flexitarians (n = 286). Our findings reveal two distinct groups of flexitarians: ethical (n1 = 140) and utilitarian (n2 = 148). Utilitarian flexitarians exhibit a stronger preference for meat (t(284)= −15.180, p t(284) = −4.785, p t(284) = 7.486, p χ2(1) = 13.366, p t(284) = 5.485, p t(284) = 5.127, p t(284) = −8.968, p t(284) = 4.326, p t(284) = 4.942, p t(284) = 7.623, p t(250.976) = 2.964, p = 0.003). Our study provides insights into the evolving trends of flexitarianism within Central and Eastern European countries, where research on meat consumption and flexitarianism is scarce. These insights hold value for promoting behaviour change toward reduced meat consumption for both health and environmental reasons. Additionally, they offer guidance to the food industry, including producers, sellers, and providers of meals in educational and employment facilities.

Keywords

• meat reduction
• meat consumption
• flexitarians
• young adults
• sustainable diet
• behaviour change