Values and cognitive mechanisms: Comparing the predictive factors of Australian meat intake

Recent studies have found values for animal-welfare, personal-health and the environment to be the main factors motivating veg*n diets. However, studies are yet to simultaneously compare these values between Australian meat-eaters, vegetarians, and vegans, and therefore, the extent to which they motivate these groups. Further, while cognitive mechanisms (methods of reducing the psychological discomfort of eating meat while holding such values) have been found to facilitate meat intake, these mechanisms are yet to be compared against values in their ability to predict meat consumption. In the current study, meat-eaters reported the lowest concern for animal-welfare, personal-health, and the environment. With the exception of personal-health, vegans reported the greatest concern for these factors. However, cognitive mechanisms predicted meat consumption more strongly than these values. These findings may have implications for reducing meat consumption and improving outcomes for animal-welfare, public health and the environment.