Many people aim to eat healthier and more sustainably, yet there is often a gap between intention and actual behavior—the so-called intention-behavior gap. Self-control strategies can help close this gap and prioritize a long-term goal over short-term temptations.
In our new article, we examined self-control strategies for reducing meat consumption. We investigated when reducing meat intake is particularly challenging, which self-control strategies people consider in such situations, and how effective and feasible they perceive these strategies to be.
To answer these questions, we conducted two studies. In the first study, 158 students described the situations in which they find it difficult to eat less meat and which self-control strategies come to mind for these situations. In the second study, 503 students evaluated how difficult they found different situations, and how effective and feasible they considered various strategies for reducing meat consumption.
The results show that eating less meat is particularly challenging when people eat out of home (e.g., in a restaurant), eat with others, and eat dinner. The most frequently mentioned strategy was modifying a familiar dish, for example, by using meat substitutes.
Four strategies were rated as particularly helpful:
- Choosing situations that make reducing meat easier (e.g., visiting a vegetarian restaurant).
- Adapting dishes, for example, by using meat substitutes.
- Focusing attention on aspects that facilitate meat reduction, such as carefully reading vegetarian options on a menu.
- Reminding oneself of the animal suffering.
Two strategies were rated as less helpful:
- Punishing oneself if the goal is not met.
- Trying to change the social environment, for example, by motivating others to also eat less meat.
Our findings highlight which strategies may support people in achieving their goal of eating less meat. These strategies could be integrated into interventions such as apps that promote healthy and sustainable eating.