The Meaty gender Gap: Understanding Gender-Based differences in intention to reduce red meat consumption

Literature shows that policies aimed at reducing meat consumption benefit from instruments targeting specific population groups. Gender appears to be a strong predictor of dietary patterns, but research detailing differences between men and women in the antecedents of intention to reduce meat consumption is lacking. Our study seeks to fill this gap. Employing an extension of the Theory of Planned Behaviour, newly implemented in the food context, we divided the antecedents of intention into subcomponents. The study focused on a sample of 400 Italian consumers, and the data were analysed applying a Structural Equation Model. Our findings highlighted substantial dissimilarities between genders, particularly in the realm of Perceived Behavioural Control, thereby offering novel perspectives for designing gender-specific interventions to reduce meat consumption.