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Introduction
Although growing concern about the negative effects of consumption can be observed today among western consumers (Gonzalez et al., 2009), the extent to which this affects their actual purchasing and consumption behavior is still under question (Grunert, 1993; Carrington et al., 2010, 2014). Preoccupations over food products relate to health, quality of life and physical appearance, leading consumers to pay close attention to what and how much they eat. More broadly and beyond the general level of consumption, food production processes are being criticized as they raise new global issues and potential threats to human health, the environment or levels of social well-being. In the mass and social media, warning messages and calls for behavioral changes and reduced consumption are intensifying. Consumers are faced with ever-more heterogeneous and often anxiety-inducing information, and these contradictory cognitions have to be processed and incorporated into their attitudinal system. As they become more informed and educated, they also tend to be more sensitive to the consequences of their consumption and feel challenged to adopt new consumption behaviors. However, recent studies show that, in spite of massive information and heightened perceptions of the potential negative consequences of their consumption, consumers globally are not significantly modifying their habits or practices (Carrington et al., 2010). Validation of such a gap between attitudes, intentions and declared behaviors has been provided in various illustrative fields, from organic products to ethically labeled products (coffee), energy and transport (De Pelsmacker et al., 2005; O’Driscoll et al., 2013; Vermeir and Verbeke, 2006).
Meat consumption in France is a good illustration of this phenomenon. In France, meat is a core component of most meals. It is highly appreciated for its flavor and considered part of the national culinary and “gourmet” tradition. It is strongly embedded in French culture, loaded with symbolic meaning and usually associated with progress and prosperity (De Bakker and Dagevos, 2012). From a nutritional perspective, meat is also regarded as a valuable source of protein, essential vitamins and minerals. Yet, meat consumption is highly controversial both at macro and micro levels (Holm and Möhl, 2000). Indeed, it is considered one of the most environmentally harmful components of all food products. Critics also point to its potentially negative effects on...