How does one become a flexitarian? Motivations, transitions, practices and justifications for reducing meat consumption.
(A2026-132944)

AUTHORS

Sybille Jumeaux, Université Paris-Saclay, RITM/RITM Laboratory; Marie-Eve Laporte, Université Paris-Saclay, RITM

ABSTRACT

Public authorities encourage reduced meat consumption for health and sustainability reasons. However, the behavioural mechanisms associated with a reduction in meat consumption, often described as flexitarianism, have yet to be thoroughly studied. This research explores how French flexitarians initiate, implement and maintain a reduction in their meat intake. Based on the COM-B model, we ran seven online focus groups, with participants across France (n = 29), grouped by meat consumption frequency and motivation. Our analysis reveals that this change of diet is multifaceted. It is shaped by constantly evolving motivations, varied transition paths and a set of rationalisation mechanisms supporting dietary consistency. Our results show how different capabilities, opportunities and motivations emerge throughout the flexitarian process and can help inform social marketing interventions aimed at supporting sustainable dietary transitions.