Reducing meat consumption requires significant effort from individuals. Such shifts in diet can be compelling examples of radical lifestyle change. The article explores factors that may trigger radical behavioural change. Decreased meat consumption yields environmental and health advantages; nevertheless, individuals often neglect to adopt this change in their diet.
The conceptual model is based on Fogg’s behavioural framework. The research is based on a survey, where respondents have already changed their lifestyles and reduced their meat consumption in the past. Respondents were recruited from social media groups in Hungary. Particular emphasis is put on the deeper analysis of open-ended questions. The coding process proposed by Strauss and Corbin was followed. Coding and analysis were supported by NVivo software.
Motivations, abilities and triggers of dietary changes were identified. Results revealed the prominent role of content creators. Influencers and social media can play an incubator role in diffusing new consumption patterns. Strong emotional experiences can also trigger radical lifestyle changes. Discouraging voices were mainly those of family and close acquaintances. Children tend to encourage parents, while parents tend to discourage children when it comes to reducing meat consumption.
Behaviour change theories primarily focus on incremental changes, yet there is a growing need to understand radical lifestyle changes related to food consumption. This article explores the triggering factors of such radical dietary changes. The study is a rare example of large-scale qualitative sustainable consumption research.
