How consumers of meat-based and plant-based diets attend to scientific and commercial information sources: Eating motives, the need for cognition and ability to evaluate information.

This study explores how consumers' eating motives, need for cognition, and subjective ability to evaluate information were associated with the perceived influence of scientific and commercial information sources, and how these were associated with a self-reported consumption of red meat and plant-based alternatives. An online survey of a nationally representative sample of the 18- to 65-year-old adult population living in Finland (N = 1279) was analysed with structural equation modelling. The perceived influence of commercial sources was negatively associated, and the perceived influence of scientific sources positively associated with a plant-based diet. The health motive and subjective ability to evaluate information were positively associated with the perceived influence of scientific information sources and negatively associated with the perceived influence of commercial sources. The environmental motive was positively associated with commercial sources. The findings can be used for tailoring food-related communication to suit the motivations and information assessment capacities of different consumers. In particular, public authorities need to respond to the information needs of environmentally conscious consumers, increase public awareness of the environmental impacts of red meat, and train consumers to assess information quality.