Do attitudes predict red meat consumption among young people?

The roles of attitudes to red meat (beef and lamb cuts) in red meat consumption were examined through a random postal survey in which nine hundred and three young Australians (aged 18 to 32 years) participated. Respondents completed a 42‐item Attitudes to Red Meat Questionnaire (ARMQ) derived from previous research.

A combination of attitudinal and demographic variables accounted for almost one third of the variance in reported red meat consumption. Principal components analysis of ARMQ revealed a key sensory and social enjoyment attitude component, labelled “Appreciation,” which alone accounted for 20% of the red meat consumption variance. Additional attitude components included concerns about animal welfare, health restraint, organoleptic consequences and affordability‐convenience. Together, these attitude factors accounted for more variance than any combination of demographic items, although the meat consumption of men and women was found to be predicted by slightly different sets of attitudinal and demographic factors.

Attitudes to red meats also exhibited some predictive capacities for the consumption of other groups of foods such as red meat alternatives (for example, fish and chicken) and less expensive meats such as hamburgers, sausages and mince meat. Among other findings, parental status was found to be positively associated with favourable attitudes to red meat as well as to its consumption.

Ways of improving the prediction of red meat consumption are discussed.