Context counts: an exploration of the situational correlates of meat consumption in three Western European countries

A reduction in the demand for meat and particularly red meat has the potential to significantly enhance the sustainability and health of many people's diets. In the current work, I examine situational predictors of meat consumption in nationally representative nutrition surveys from three Western European countries: Switzerland, France and the Netherlands. More specifically, I examine whether the situational factors – the meal type, the day of the week and the location of the food consumption occasion – are predictive of whether meat and red meat are consumed. The results indicate that all three factors are linked to meat and red meat consumption with the patterns varying substantially across the different case study countries and in some cases also the gender of the consumer. The results emphasise the value of mapping situational correlates to inform situated interventions aimed at influencing meat consumption, while also highlighting important differences across both cultures and people.