Diets speak louder than words : investigating the attitude-behaviour gap in reducing meat consumption

Abstract

The dramatic rise in global meat consumption has significant environmental and health implications, hindering the achievement of net-zero targets and the UN Sustainable Development Goals. The livestock sector alone emits approximately 14.5% of all anthropogenic greenhouse gases, severely impacting the environment through deforestation, biodiversity loss, and water pollution. Furthermore, high meat consumption increases the risks of cardiovascular disease, type 2 diabetes, and certain cancers. Despite growing awareness, many individuals express positive attitudes towards reducing meat consumption but struggle to translate these attitudes into sustained behaviour change, exhibiting a phenomenon known as the attitude-behaviour gap. This PhD thesis investigates how the attitude-behaviour gap in meat consumption manifests within the megacity context of Hong Kong, a highly urbanised and meat-centric society. This exploratory study examines four key research questions relevant to the field of behavioural public policy: observable evidence of the attitude-behaviour gap, the psychological, social, and contextual factors influencing meat consumption, the distinct consumer segments of eaters, and the design of targeted behavioural policies and interventions. This study uses a mixed-methods approach that combines quantitative surveys and qualitative interviews to uncover the intricate dynamics between various factors that shape meat consumption behaviours. The research also develops a novel "5C" typology of the attitude-behaviour gap: Conflicted, Comfortable, Consistent, Conformer, and Confused. These findings offer actionable recommendations for scholars, policymakers, and practitioners on bridging the attitude-behaviour gap, emphasising the need for context-specific, evidence-based strategies that address the complex interplay of psychological, social, and environmental factors influencing meat consumption.

Date of Award	2024
Original language	English
Awarding Institution	The Hong Kong University of Science and Technology
Supervisor	Kira MATUS (Supervisor)