Gradual behaviour change towards meat reduction revisited: Applying the decisional balance scale in a Dutch study.

Meat moderation is needed to mitigate climate change and to address issues related to animal welfare and public health. Yet little is known on the process that consumers go through towards meat-reduced diets. Strässner and Hartmann (2023) recently developed the decisional balance scale (DB scale) for meat reduction, in order to get a better understanding of the trade-offs that consumers encounter in this dietary shift. The current study sets out to replicate their German study in the Dutch context. A survey has been conducted among a representative sample of Dutch adults (N = 1982). Overall, the present study corroborated Strässner and Hartmann's findings. Similar to the German situation, Legitimation is the most important barrier, and the Downsides of factory farming is the most important motivator for meat reduction in the Netherlands. The present study extends the German study by comparing the DB scale with other established scales in research on meat reduction. Although several motivational elements related to the legitimacy of eating meat, health impact and production of meat appear in different instruments, the DB scale sets itself apart in adding practical elements (feasibility). Finally, the insights in the decision balance of population subgroups at different stages of behaviour change (no intention, intention, performing) showed that the further in the meat reduction process, the more the pros outweigh the cons. With this, the current study provides valuable insights in bolstering consumers in meat moderation. Our findings support the idea of a gradual shift and reveal that there is potential for acceleration in behaviour change towards meat reduction to be found in adjusting the self-evidence of high-intensity livestock farming systems and the meat-centric food consumption culture.