Abstract
Red meat is a dietary component deeply embedded in cultural norms and plays an essential role in human development and health, particularly among populations affected by malnutrition and the double burden of disease. However, it is often positioned as a “problematic staple” due to its potential health risks and environmental impact when overconsumed or when production practices are poorly managed. Promoting sustainable red meat consumption therefore requires a deeper understanding of consumer attitudes, which are inherently multidimensional. According to the ABC model of attitudes—affective (emotional responses), behavioural (intentions and actions), and cognitive (beliefs and knowledge)—attitudes directly shape consumers’ willingness and intention to adopt more sustainable behaviours. This study applies the ABC model to develop a psychometric scale tailored to the South African context. The initial survey was piloted and then distributed in two phases. Data from the first phase were used to refine the scale through item-to-total correlations, exploratory factor analysis (EFA), internal consistency testing (Cronbach’s alpha), and confirmatory factor analysis (CFA), ensuring reliability and structural validity. The second survey included additional measures to confirm convergent validity. The resulting scale offers a practical and cost-effective tool for identifying key attitudinal constructs that can be targeted in consumer education campaigns and messaging strategies to support more sustainable red meat consumption behaviours among South Africans.
Presenters
Marina FourieFood & Nutrition Consultant, Inqurated Consulting, South Africa Hanri Taljaard Swart
Lecturer, Consumer and Food Sciences, University of Pretoria, Gauteng, South Africa Nadene Marx-Pienaar
Senior Lecturer, Consumer and Food Sciences, University of Pretoria, Gauteng, South Africa
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Food Production and Sustainability
KEYWORDS
Sustainable Consumption, Consumer Attitudes, Scale Development, Red Meat, South Africa
