Sustainability, Journal Year: 2024, Volume and Issue: 16(20), P. 9027 - 9027

Published: Oct. 18, 2024

In recent decades, meat consumption has faced growing scrutiny from an environmental, health, and animal welfare perspective. As a result, reducing emerged as important strategy to mitigate its negative effects. Flexitarians, group of reducers, have attracted attention for potentially shaping future dietary trends. This study uses qualitative approach draws on 15 in-depth interviews with young flexitarians in Slovenia (YFS) identify the main facilitators barriers reduction by exploring their motivations, capabilities, opportunities described COM-B behavioral model. fills gap studies using model looking at capabilities opportunities, not solely motives. addition, it all three categories, well conducted outside northwest Europe other primarily western geographical contexts. highlights findings central eastern European context that industry governments should consider when developing behavior change strategies healthy, sustainable diets. shows strong rural family ties limited access alternatives are major Slovenia. The YFS preferred whole, unprocessed foods (legumes, vegetables, grains) over processed reduced health environmental reasons, relying social support peers information popular documentaries media influencers.

Language: Английский