Health and Environmental Sustainability: Factors That Promote a Reduction of Meat Consumption in Portugal

This study investigates the motivational factors influencing the reduction of meat consumption in Portugal. The increase in meat consumption over recent decades, especially in developed countries, has raised concerns about health and environmental sustainability. The study is based on a literature review addressing global and Portuguese meat consumption, motivations, and barriers related to its reduction. A survey was conducted among Portuguese citizens aged 18 or older using Google Forms. The questionnaire, adapted from previous scales and translated into Portuguese, comprised eight sections, beginning with a question about dietary habits and meat consumption. This directed respondents to specific sections according to their answers.

Results reveal that most participants identify as omnivores, with a smaller percentage of flexitarians, pescatarians, and vegetarians. The sample mainly consists of women, with an average age of 40.6 years and high levels of institutionalized cultural capital. The key factors influencing the reduction of meat consumption include social norms, perceived benefits, perceived barriers, and environmental concerns. Social norms and the perceived benefits of reducing meat consumption—such as health improvements and contributions to environmental sustainability—are particularly significant. However, perceived barriers, like lack of information and resistance to changing dietary habits present challenges.

The study concludes that it is crucial to develop communication and education strategies addressing environmental and health concerns to promote more conscious eating. It provides insights into the factors that motivate behaviour changes regarding meat consumption, offering guidance for public policies and awareness initiatives.