ABSTRACT Empirical evidence is essential for developing effective policies intended to reduce red meat consumption to address environmental and public health concerns. This study aimed to investigate predictors of intention to reduce red meat intake in southeast Poland through the theory of planned behavior. A survey with 920 Polish participants from an academic community (February—May 2025) employed structural equation modeling, confirming the adequacy of the theory of planned behavior to predict intentions to lower meat intake. Perceived behavioral control was the strongest predictor, underscoring the need for targeted information, market‐based strategies, and regulatory measures to enhance consumers' control and self‐efficacy in shifting diets. Health concerns did not affect attitudes toward reducing meat consumption, suggesting a limited impact of health‐focused interventions. Animal welfare concerns significantly influenced consumers' attitudes, indicating that improved welfare signaling could promote sustainable consumption and production. We recommend an EU‐wide animal welfare label, verified by independent organizations, to increase consumer trust and support sustainable dietary transitions.
Kowalska et al. (Fri,) studied this question.