To combine or not to combine? Applying protection motivation theory and the theory of reasoned action to explain and predict intention to reduce meat consumption

Reducing meat consumption is one of the most crucial recommendations for achieving more sustainable food consumption and mitigating the harm caused by climate change. The aim of this study was to provide a more comprehensive framework for understanding consumer intention to reduce meat consumption. This study examined three models that were based on protection motivation theory (PMT), the theory of planned behavior (TPB), and a combination of...