Eating Sustainably: Protein Consumption at Home, at Restaurants, and While Traveling

Abstract

Proenvironment consumer behavior is generally greater among individuals who perceive their choices as making a difference (e.g., consumers who believe their purchase of sustainably raised meat products creates a stronger market for those products and decreases the demand for nonsustainably raised meat products). However, little is known about how consumers change or maintain their behaviors while at home, eating out, or traveling. This article explores factors driving individuals to purchase sustainably raised animal products, specifically looking at how respondent characteristics, knowledge of social and environmental issues, and perceived consumer effectiveness (PCE) relate to patterns of meat consumption while traveling. Survey participation was solicited from Animal Welfare Approved (AWA) electronic and social media outlets, as well as during food-related events. Significant relationships were found between PCE and the consumption of meat products, as well as knowledge of social and environmental issues. Specifically, significant relationships existed between consistent purchasing behaviors, most PCE items, and the frequency with which preferred attributes are sought while eating out and traveling. When at home and while traveling, consumers who perceive their behaviors as making a difference are more willing to seek out meat products that match their preferred "green" attributes. Retail establishments and organizations tasked with marketing travel destinations should look to find methods of promoting their green activities, particularly regarding sustainable meat production, to environmentally conscious consumers who are consistent in their purchasing decisions at home and while traveling.