Consumers' (Lacking) Self-determined Motivation to Reduce Meat Consumption

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


Meat consumption is associated with several sustainability and health issues, and thus a shift towards meat-reduced diets is urgently needed. However, in many countries, high meat intake is deeply rooted in the traditional dietary plan. The present research applied self-determination theory (SDT) to investigate consumers’ motivation to reduce meat consumption and, to explore how to ideally accelerate this transition in different consumer segments. Results of the applied latent class analysis are based on a representative sample of n=838 Danish consumers and revealed four distinct segments that differ in their self-determined motivation as well as willingness to eat more sustainable meal options. Thereby, this research contributes to accelerating consumers’ food-related behavioral change and provides a theoretical contribution by applying self-determination theory to the field of meat reduction.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy : EMAC 2023 Annual Conference
Number of pages1
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2023
Article number113918
Publication statusPublished - 2023
EventThe 52nd EMAC Annual Conference 2023 - University of Southern Denmark, Odense, Denmark
Duration: 23 May 202326 May 2023
Conference number: 52


ConferenceThe 52nd EMAC Annual Conference 2023
LocationUniversity of Southern Denmark
Internet address
SeriesProceedings of the European Marketing Academy


  • Consumer behaviour
  • Segmentation

Cite this