Young Flexitarians: An Insight into Barriers and Facilitators Related to Capability, Opportunity, and Motivation for Meat Reduction

In recent decades, meat consumption has faced growing scrutiny from an environmental, health, and animal welfare perspective. As a result, reducing meat consumption has emerged as an important strategy to mitigate its negative effects. Flexitarians, a growing group of meat reducers, have attracted attention for potentially shaping future dietary trends. This study uses a qualitative approach and draws on 15 in-depth interviews with young flexitarians in Slovenia (YFS) to identify the main facilitators and barriers to meat reduction by exploring their motivations, capabilities, and opportunities as described in the COM-B behavioral model. This study fills the gap in studies on flexitarians using the COM-B model by looking at capabilities and opportunities, not solely motives. In addition, it fills the gap in qualitative in-depth studies on all three COM-B categories, as well as a gap in studies conducted outside northwest Europe and other primarily western geographical contexts. This study highlights important findings for the central and eastern European context that industry and governments should consider when developing behavior change strategies for healthy, sustainable diets. This study shows that strong rural family ties and limited access to meat alternatives are the major barriers to meat reduction in Slovenia. The YFS preferred whole, unprocessed foods (legumes, vegetables, grains) over processed meat alternatives and reduced their meat consumption primarily for health and environmental reasons, relying on social support from peers and information from popular documentaries and social media influencers.