Applying regression tree analysis to explore willingness to reduce meat and adopt protein alternatives among Australia, China and the UK

The increasing global demand for meat causes additional environmental and food security issues. Adoption of a healthy and sustainable diet through the reduction of meat consumption may represent one approach to tackle these problems. An online survey collected responses from meat-eaters in Australia (n = 503), China (n = 785) and the UK (n = 489) to review the importance of considering cross-cultural and demographic differences when investigating meat-eating behaviour. The aim of this study was to understand meat consumption habits and the associations between consumers' willingness to reduce meat/ adopt protein alternatives (meat substitutes, edible insects, cultured meat), with the influence of age, gender and country. To aid interpretation and explore interrelationships between variables, regression tree analysis using the CHAID algorithm was used. Results found country to be the most influential factor in predicting changes to meat consumption and willingness to reduce meat/adopt alternatives. Overall, Australians, especially those aged 35-54, were significantly less willing to reduce and adopt alternatives compared to Chinese and UK consumers. Interestingly, Chinese males were more willing to reduce meat and adopt alternatives, whilst the opposite trend was found in the UK. Findings highlight the importance of considering cultural differences, age and gender when designing country specific meat reduction strategies. It also emphasises the need to introduce appropriate protein alternative categories that will help facilitate a dietary transition in a given country. Overall, regression tree analysis has proven to be a useful stats tool to help explain complex interrelationships (e.g., meat consumption with other psychographic behaviours) in the current study.