Intention to reduce meat consumption in relation to perceived economic benefits and meat purchase expenditure among Japanese adults.

This study examines the economic factors influencing the intention to reduce meat consumption in Japan, where meat intake remains relatively low but has increased over recent decades. A web-based survey was conducted among Japanese consumers to explore the relationship between their intention to reduce meat consumption, perceived economic benefits, and meat purchase expenditure along with perceived environmental and health benefits. We found that many respondents perceived economic benefits in reducing meat consumption rather than environmental and health benefits. Meat purchase expenditure significantly and positively predicts perceived economic benefits of reduction. Furthermore, there were significant positive relationships between perceived economic benefits and the intention to reduce meat consumption. However, we also observed that the influences of perceived economic benefits on the intention to reduce meat consumption became insignificant when broader sociopsychological factors were taken into account. This result contrasts with the finding that perceived environmental and health benefits were significantly and positively associated with the intention to reduce meat consumption. These results suggest that the influence of economic factors on meat consumption reduction is likely to be limited within the respondents. Our findings indicated that economic and informational measures aimed at encouraging a shift toward sustainable and healthy diets may be appropriately combined.