Young adults' experiences with flexitarianism: The 4Cs.

摘要: Abstract Meat reduction has important implications for public health and the environment. With people more likely to reduce their meat consumption than eliminate it completely, there is increased interest in flexitarian (reduced meat) diets. Young adults particular are transitioning towards a diet, yet very little research on this crucial sub-set of population. In research, 23 interviews conducted with young aged 18–35 New Zealand explore lived experiences (i.e., motivations, strategies barriers) flexitarianism. The finds encouraged transition flexitarianism due control, through away from home which enabled cooking strategies, social support experimentation. flexitarians motivated concern about various individual (health, variety, price, unease) altruistic (environment ethics) motivations. Continued mainly driven by need compromise at gatherings, positive associations nutrients fullness as well taste cravings. findings have several marketing health, particularly around supportive settings, seeing ‘not all or nothing approach’ (one does not be full vegetarian eater, but can instead something between), emotions such pride associated reduction, that documentaries networks key triggers reduction.