Ambivalence Towards Meat

According to this research, more ambivalent meat consumers had a less positive attitude towards meat when compared with less ambivalent meat eaters. More ambivalent consumers associate meat consumption with slightly negative feelings, morally unacceptable issues, and risks to both health and the environment, while less ambivalent consumers were more positive, didn't emphasize moral issues, and perceived less risk. Consequently, ambivalence was a predictor of actual meat consumption; increased level of ambivalence was related to reduced meat consumption.