Healthy and sustainable food consumption: drivers, barriers, and new challenges

In recent years, sustainability and health have gained importance in research, policy, and society, highlighting the link between individual behaviour, well-being, and environmental impact. A key issue is unhealthy and unsustainable diets, particularly meat consumption, which harms both health and the environment. This thesis explores the factors influencing meat reduction intentions, focusing on gender differences using the Theory of Planned Behaviour. It also examines consumer preferences for meat substitutes, including game meat, spirulina, and plant-based convenience foods. Findings suggest gender-specific motivations and highlight opportunities for targeted policies and market strategies to promote sustainable diets.