ABSTRACT
The reduction in meat consumption has been pointed out as a possibility to encourage sustainable patterns of consumption and production today. This study aims investigate what motivates flexitarians to reduce meat consumption in Brazil, as well as to categorize flexitarians into distinct groups, considering the frequency with which meat is consumed. To reach the respondents, the snowball sampling technique was used, and the questionnaire was made available on the Google Docs platform. Data collection took place in November 2022 and a total of 275 responses were obtained. As a result, the prevalence of a public, mostly female, single, with high education and average income of R$ 5743.50 was identified. In addition, three segments of flexitarians were categorized: little reflective (28.7%); reflective (49.9%) and very reflective (21.5%). The three main reasons for reducing meat consumption showed overlap between the flexitarian segments, with healthiness and reducing the environmental impact being unanimous among the three groups. It is concluded that, in addition to health and the environment, animal welfare is at the center of concerns when reducing meat consumption, especially by the very reflective flexitarian segment.
KEYWORDS:
Animal welfare; Environmental impact; Price; Reflective; Healthiness
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Fonte: Elaborado pelas autoras (2022).