Halal and healthy: A qualitative study of British Muslim perspectives on meat consumption and plant-based diets

Reducing meat consumption has the potential to improve both population and planetary health, however approaches to this have not been fully explored, particularly in the British Muslim community. British Muslims consume more meat than the average British person and face disproportionate diet related health risks. Although reducing meat consumption and eating more plant-based is known to reduce such health risks, there is limited understanding of British Muslim perceptions of this dietary transition. This study explored the barriers and facilitators towards British Muslims reducing meat consumption by increasing consumption of plant-based foods. The qualitative study involved semi-structured interviews with 15 British Muslims from Greater Manchester. Interviews were inductively analysed using reflexive thematic analysis and then deductively mapped to Michie et al.'s (2014) COM-B model. Two themes were identified. "Islamic Teachings and Food Choices" highlighted how Islamic teachings and practices gave religious significance to meat and taught foundational ethics that could encourage plant-based diets identified as reflective motivation influences. "The Value of Meat" explored perceptions of the elevated status of meat, influenced by beliefs about health, socio-economic status, and sociocultural norms. Social opportunity and reflective motivation were key influences identified in this theme. This study emphasised the importance of culturally relevant dietary interventions considering religious beliefs and community norms.