How perceptions of meat consumption norms differ across contexts and meat consumer groups

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25-65 years) participated in an online crosssectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.