Paper Type

Master's Thesis


College of Arts and Sciences

Degree Name

Master of Science in Psychological Science (MSPS)



NACO controlled Corporate Body

University of North Florida. Department of Psychology

First Advisor

Heather Barnes Truelove, Ph.D

Second Advisor

Paul Fuglestad, Ph.D


Meat reduction is a largely underutilized means of combatting climate change that warrants further investigation. The current study utilized an extended model of the Theory of Planned Behavior (TPB) to predict intention to eat red meat. In addition to traditional TPB components of attitudes, subjective norms, and perceived behavioral control, this study adds to the literature by including meat-eating identity, past meat-eating behavior, and conservatism as predictors of meat consumption intentions. 744 participants were recruited via Mturk and compensated $1 for completing surveys assessing the extended TPB constructs related to meat consumption. The sample was 57% men, and 81% white, with 31% of the sample identifying as politically conservative. In a hierarchical linear regression, the extended TPB model (R2 = .62, p<.001) was a better predictor of intention to eat meat than the base TPB model (R2 = .60, p <.001). In addition to base TPB variables of attitudes (β = .39, p <.001), subjective norms (SN; β = .38, p <.001), and perceived behavioral control (PBC; β = .22, p <.001) significantly predicting meat consumption, identity (β = -0.06, p <. 020) and past behavior (β = -0.17, p <. 001) were also significant predictors in the extended model. The results replicated when removing participants who reported no meat consumption from the analysis. In an exploratory analysis, conservatism moderated the relationships between two of the base-TPB variables, such that when an individual was more conservative, the effects of attitudes and PBC on intention were reduced. Conservatism did not moderate the relationship between SN and intention. Interventions and targeted messaging should emphasize base-TPB variables and past behavior in their designs.