The Association Between Selfishness, Animal-Oriented Empathy, Three Meat Reduction Motivations (Animal, Health, and Environment), Gender, and Meat Consumption

Abstract This study examined how the level of meat consumption was related to two psychological factors, selfishness and animal-oriented empathy, and three motivations related to animal, health, and environmental issues. A sample of Australian adults between 18 and 80 ( N = 497) was surveyed online via the Zoho Survey platform. Structural equation modelling was applied to the data, and the resulting models revealed that higher selfishness and lower empathy were associated with higher meat consumption for males but there was no association between psychological factors and meat consumption for females. All three motivations were associated with both higher empathy and selfishness for males. For females, higher empathy was associated with higher health and animal motivations, while higher selfishness was associated with higher environmental motivation. Lastly, none of the three motivations were related to meat consumption for either gender. Thus, the results only partially supported the hypotheses that selfishness and empathy would influence meat consumption and motivations. Nevertheless, this study contributes to research on personality factors in relation to meat consumption and the link between masculinity and meat consumption.