Explaining Sustainable Animal Consumption: Attitudes Surpass Identity as Predictors of Intention

Factory farming is associated with serious concerns for animal welfare, public health,and the environment. Despite these issues, encouraging consumers to shift toward moresustainable animal product choices remains difficult. This study used the Theory of PlannedBehavior to investigate the psychological factors shaping such intentions, with a particularfocus on the role of personal identity.Participants in the study completed measures assessing their attitudes, perceivedbehavioral control, and perceived social norms related to sustainable consumption. They alsoreported the extent to which they identified as pro-animal use and anti-animal use.Results showed that attitudes played the most important role in predicting the intentionto make more sustainable purchasing decisions, while social norms and perceived control hadsmaller, yet still meaningful, effects. Although identity did not have a direct influence onintention, it shaped attitudes and social norms. People with anti-animal use identity tended tohold more positive views and felt more supported in making sustainable choices, whereas thosewho were pro-animal use expressed more resistance.Overall, the findings suggest that in the context of animal product consumption,personal attitudes are more influential than either perceived social expectations or a sense ofpersonal control. While identity plays a role, its effects are indirect. Interventions aimed atencouraging sustainable consumption may therefore be more effective when focused onshaping attitudes rather than appealing to identity.