Cross-cultural comparison of consumer attitudes toward meat reduction

The world’s current population and its diet put enormous pressure on the planet’s resources, whose renewal is under threat. Humanity is living at the expense of future generations. Meat production and consumption are not only one of the main causes of climate change, but also an important lever in tackling this environmental crisis. A shift to a more plant-based diet is one of the ways forward to preserve the health of both the planet and its people.
The aim of this study was to identify and compare meat consumer segments in Switzerland and Vietnam, two different socio-economic and cultural contexts, in order to understand meat consumption patterns, willingness to change, and motives, drivers and barriers to food choice. By identifying and comparing meat consumer clusters, segment-specific recommendations addressing meat reduction can be derived, which can then be applied to different geographical and cultural settings.