Consumer Attitude

Elsevier, Current Opinion in Behavioral Sciences, Volume 42, December 2021
The mounting research on consumer behavior and climate change is gradually improving our understanding of effective ways to mobilize consumers to mitigate climate change. The relationship between consumer behavior and climate change is complex and most consumers are not capable of determining which behavior changes are worth doing. Research has come a long way identifying the most impactful behavior changes, but more research is needed to refine and situate these insights.
The principal motivations for the worldwide trend towards reducing meat consumption are health, the environment and animal welfare. The present study investigated the willingness of omnivores to introduce mixed (beef-vegetable protein) and 100% vegetable protein products into their diet. The participants (n = 251) were young adult omnivores who consumed meat at least once a week. The stimuli were images of six different products representing two beef burgers, two mixed-protein burgers (50% beef and 50% seitan or soy) and two 100% vegetable protein burgers (seitan and soy).