Consumer motivations behind protein choices: an approach–avoidance perspective

Understanding drivers of dietary choices is key to promoting sustainable diets. While some motivations support continued animal product consumption, others drive shifts towards plant-based eating. This study uses the approach–avoidance framework to examine the competing motivations behind meat and dairy consumption and reduction. A sample of 803 participants completed a survey on values, nature relatedness, dietary identity and animal protein consumption. Exploratory factor analysis identified approach and avoidance motivations, which predicted consumption behaviours and intentions in multiple regression analyses. The findings indicate that the approach motivation for meat and dairy product consumption is the most common motivation for animal protein consumption. In addition, the avoidance motivation for animal protein and the approach motivation for plant-based food are leading motivations for intentions to reduce meat and dairy consumption. Personal values are linked to animal protein consumption, but their contribution becomes negligible in a multivariate model including motivation measures.