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The study aimed to identify predictors of the intention to eat less meat and more plant-based foods, including attitudes towards eating meat, habitual meat eating, subjective norms, and self-identity. A cross-sectional study using CAWI (Computer-Assisted Web Interview) was conducted in a group of 1003 Polish adults in 2023. To measure the predictor variables, the following tools were used: Beliefs and Eating Habits Questionnaire (KomPAN), Meat Attachment Questionnaire (MAQ), and scales to measure subjective norms and self-identity. Logistic regression analysis was used to verify associations between independent variables, and the intentions to eat more plant-based food and less meat next year were treated as dependent variables. More respondents were willing to increase their consumption of plant-based foods rather than reduce their meat consumption. The intention to consume less meat and more plant foods was more prevalent among women, older people (only intention to reduce meat consumption), and better-educated people (only intention to increase plant food consumption). Habitual frequency of eating plant foods, negative feelings about meat, and environmentally oriented identities had a stimulating effect on the intention to eat more plant foods and less meat, while experiencing pleasure in eating meat had a limiting effect on the intention to eat more plant foods and less meat. In addition, the habitual frequency of meat consumption and subjective norms reduced the likelihood of eating less meat, while no predictive effect was observed for the intention to eat more plant foods. In conclusion, educational and promotional activities to raise awareness of the link between food consumption and the environment can have a strong impact on eating less meat and more plant-based food, even among those strongly accustomed to meat consumption., Competing Interests: The authors declare no conflict of interest.

Due to the changing needs of consumers and the increased risk of diet-related diseases, today's consumers are forced to seek alternative types of meat. It should, on one hand be tasty, and on the other will improve the health of the consumer. Game is considered to be such a meat. Although Poland is one of the leading producers and exporters of game in Europe, the level of its consumption is very low at about 0.08kg/person/year. Based on quantitative data from 1000 respondents a model predicting the consumption of wild game based on logistic regression has been prepared. It was demonstrated that consumers are likely to increase their consumption of game, provided that it will have a higher quality and greater commercial availability. A higher propensity to change eating habits in respect of game was displayed mainly by men, city dwellers and those who evaluated their own knowledge on nutritional and diet higher than others., (Copyright © 2017 Elsevier Ltd. All rights reserved.)