.... Design/methodology/approach The authors summarized meat-related attitudes (importance, taste preference, healthfulness perceptions), social norms, controls (availability, affordability, self-efficacy) and frequency of consumption (overall, lean meat, wild game) in a cross-sectional survey of rural...

... modelling was used to analyse the data. The theory of planned behaviour was used as a framework for the analysis, with an additional variable, personal norm, which seems to be especially relevant for environmental behaviour. Findings – The results confirmed the expected relationships: the motivation...