Reducing meat consumption
: a mixed methods study investigating attitudes of young adult omnivores

  • Dimah Albenny

    Student thesis: Master, two years



    Meat is one of the most nourishing and highly consumed foods, but the controversy around theconsumption of meat products, and the negative effects around the consumption of meatproducts led to increased scholarly attention on the user willingness to alter their meatconsumption. In Sweden, a guideline by the Livsmedelsverket (The Swedish National Food Agency) in 2015 encouraged people to consume less red and processed meat. This was because 72 per cent of men and 42 per cent of women in Sweden have individual consumption levels that exceed the 500 grams per week of red and processed meats as recommended by the World Cancer Research Fund.


    This planned mixed-methods study inquires about the attitudes of young adult omnivorestowards the reduction of meat intake, their expected liking of changing dietary habits, andmotivation towards the reduction of meat consumption in Sweden. Changing dietary habits inthe current context refers to the participant’s willingness to favour meat alternatives.


    The current study is a convergent mixed method design using both a quantitative survey andqualitative interviews to collect primary data.

    Results and conclusion

    The participants from both the qualitative and quantitative study are broadly worried about thehealth problems associated with high meat consumption and motivation for reducing meatconsumption was based on health as well as ethical issues. Being opposed to reducing meatconsumption is a common position for young adult omnivores. 

    Date of Award2021-Feb-23
    Original languageEnglish
    SupervisorElisabet Rothenberg (Supervisor) & Karin Wendin (Examiner)

    Educational program

    • Master Program in Food and Meal Science

    University credits

    • 15 HE credits

    Swedish Standard Keywords

    • Nutrition and Dietetics (30304)


    • negative effects
    • reduction of meat consumption
    • meat alternatives
    • expected liking
    • consumer willingness
    • diet habits and attitudes
    • motivation toward meat consumption.

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