Browsing by Author "Pousi, Päivi"

Aims. The aim of this research was to explore and examine food choices and thoughts about meat of those on plant-based diet. The objective of the research was to explore why meat eating was reduced and what kind of meat eating those on plant-based diet were engaged in. Additionally, the aim was to begin to understand what types of challenges and aids were encountered and used in reducing meat consumption. This is a topical issue since changes have to happen in food consumption. The theoretical frameworks in this research were based on theories of food choice, different aspects of vegetarianism and meat eating as well as attitudes regarding meat eating as revealed by different consumer research. Methods. This was a qualitative research. The research consisted of seven participants all whom followed a plant-based diet that meat was still part of. The participants were between the ages 28 and 53. The data was analysed using the methods of content analysis supported by thematic analysis. Results and Conclusions. The move to the plant-based diet was made encouraged by some external factors. Although one might have thought about changing to a new diet, the final step was taken aided by a practical issue. Some meat products were removed from the diet although meat was still regularly consumed. Meat eating was often associated with special occasions, such as, parties, social visits or work place eating. Refusals to eat meat were not strict but meat was eaten, and often with a good conscious, when it was one’s personal preference or when the situation so warranted. Flavour as well as habit were the most common reasons to eat meat. Vegetarian dishes could be seen as unfamiliar, and this was seen as a challenge in the everyday life. Also the availability of ingredients and spices was seen as a problem. However, the change was promoted by the easy replacement of meat with vegetable protein products, and by the wide variety of available vegetables and so called meat substitutes at supermarkets. Information was also easily available both on the internet, magazines and cookery books. The support of others was also vital in the succesful following of a plant-based diet. Hence the support and education for plant-based diet could be started in basic education where school meals and home economics classes could act as catalysts for more positive and natural approach to vegetable based eating.