Influences on meat consumption in Australia

In a study of influences on meat consumption, over 700 South Australians an swered questions on frequency of meat consumption, beliefs about meat and n utrition, perceived difficulties with and benefits of vegetarian diets, per sonal values, number of vegetarian significant others, use in and trust of health/nutrition/food information sources, and demography. Perceived diffic ulties with vegetarian diets, the number of vegetarian significant others a nd beliefs about meat were important predictors of meat consumption. There were differences between men and women and members of different age groups, which should be taken into account when attempts are made to influence mea t consumption. For example, health pi-emotion campaigns that focus on wheth er or not meat is necessary in the diet may influence meat consumption, but would be most successful if directed predominantly at older people and men . In contrast, the meat consumption of women and younger people was strongl y associated with more specific concerns about lack of iron and protein in the vegetarian diet. Some of the difficulties people find with vegetarian d iets will also apply to plant-based diets generally, and such diets are bec oming more widely acknowledged as providing health benefits. Therefore, the findings have important implications for public health. (C) 2001 Academic Press.