Motivations, barriers, and strategies for meat reduction at different family lifecycle stages.

The consumption of animal products, especially meat, contributes heavily to climate change. Despite an increased number of individuals reducing their meat consumption, little research has explored flexitarianism. The objective of this study was to explore the motivations, barriers, and strategies for reduced meat consumption. The qualitative study, utilizing six focus groups in New Zealand, explores the cognitive, affective, and cultural components of meat reduction through the examination of the different stages of the family lifecycle. The research finds significant differences in motivations for meat reduction between young adults, families, and retirees, with health, environmental and cost important factors but to different degrees. However, all continue to eat meat due to cravings, taste and nutrition beliefs. Strategies for substitution are similar for young adults and families but differ from retirees, with the former populations exhibiting greater creativity and exploration, not seeing meat reduction as 'meat replacement' but instead as a recreation of the main meal. The barriers to meat reduction are similar across the family lifecycle with a lack of information and cultural, media, and institutional discourse large inhibitors to reduction. Yet, social and cultural factors also encourage individuals to reflect on their meat consumption and social connections (including social media) provide accessible and persuasive messaging for meat reduction. Consequently, public education and social marketing campaigns need to be implemented to provide information and recipes, and such information should be in varied formats to appeal to different consumer segments.