A stage model as an analysis framework for studying voluntary change in food choices - The case of beef consumption reduction in Norway

This paper studies the application of a stage-based model of consumer behavior change on describing the processes behind the reduction of beef consumption in two Norwegian samples (N = 746, N = 2967). The way to reduce beef consumption is modeled through a progression through four stages (predecision, decision, action, and postaction) with a chain of first forming goal intentions, then more concrete behavioral intentions and finally implementation intentions. The analyzes show that general goal intentions to reduce beef consumption are determined by perceived social norms and awareness of a behaviors negative consequences through the activation of personal norms. Attitudes are the main determinant of choosing the alternative behavior (reduction of portion size, substitution of beef with other meats or seafood, or vegetarian meals), but perceived difficulty of behavior also has an impact for some alternatives. Not all alternative behaviors correspond to reduced beef consumption. The pattern of means in beef consumption and intentions for consumers in different stages of change mostly matched predictions by the model, most importantly, showing beef consumption reduction only for consumers in the last stage of change. Implications for interventions are discussed.