A shift towards reduced meat consumption and a more plant-based diet is
endorsed to promote sustainability, improve public health, and minimize
animal suffering. However, large segments of consumers do not seem
willing to make such transition. While it may take a profound societal
change to achieve significant progresses on this regard, there have been
limited attempts to understand the psychosocial processes that may
hinder or facilitate this shift. This study provides an in-depth
exploration …
