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Even though nowadays meat is affordable for nearly everyone in western societies, demand has been decreasing in Germany. Thus, not only income, which is the dominant determinant in emerging economies, but also other factors seem to affect meat consumption. With an a-priori segmentation and a multiple group comparison of “low”, “average” and “heavy” meat consumers, this paper analyzes in which attitudes towards meat “Low Meat Consumers” differ from typical consumer behavior. The results show that “Low Meat Consumers” generally are more concerned about individual and ethical issues of meat consumption.


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