An Investigation of Meat Eating in Samples from Australia and Germany: The Role of Justifications, Perceptions, and Empathy.

Simple Summary: Despite concerns about animal welfare, and health and environmental issues associated with eating meat, meat consumption continues to increase in many countries around the world. The aim of this pre-registered study was to identify predictors of meat consumption among 399 Germans and 399 Australians. Participants reported current and intended meat consumption, reasons for eating meat, attitudes towards animals, and perceptions of animal farming. In both countries, the more people enjoyed the taste of meat, the more often they ate it, and the more empathy they had towards farmed animals, the less often they ate it. People who thought they would find it easy to reduce meat consumption had greater intentions to do so. Campaigns to reduce meat consumption should focus on increasing empathy towards farmed animals, highlighting tasty plant-based alternatives and outlining ways to make the transition easier. Despite concerns about animal welfare, and health and environmental issues associated with eating meat, meat consumption has continued to increase worldwide, including in Australia. One exception to this is Germany, with 2021 meat consumption levels being the lowest in the last 30 years. This pre-registered study investigated socio-cultural variables associated with meat consumption in Germany (n = 399) and Australia (n = 399) in a cross-sectional online survey. Participants reported levels of current and intended meat consumption, and they completed measures of speciesism, motivations to eat meat, empathy, animal farming perceptions, perceived behavioural control (PBC) over meat eating, and avoidance and dissociation regarding the animal origins of meat. In both Australia and Germany, enjoying the taste of meat positively predicted consumption and empathy towards farmed animals negatively predicted consumption. PBC was a strong positive predictor of intentions to reduce meat consumption in both countries. Empathy and liking the taste of meat were among the best predictors of red meat and poultry consumption, suggesting that interventions to reduce meat consumption may work best by targeting these factors while also increasing people's sense of control over their food choices. [ABSTRACT FROM AUTHOR]