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Figure 1.

Declared frequency of meat consumption by omnivorous and pescatarian respondents
Source: Own research.
Declared frequency of meat consumption by omnivorous and pescatarian respondents Source: Own research.

Figure 2.

Declared willingness to try new food and declared willingness to try ‘clean meat’, where 1 indicates definitely not willing to try and 7 indicates definitely willing to try
Source: Own research.
Declared willingness to try new food and declared willingness to try ‘clean meat’, where 1 indicates definitely not willing to try and 7 indicates definitely willing to try Source: Own research.

Figure 3.

Declared barriers towards ‘clean meat’, on a scale of 1–5, where 1 indicates that the concerned factor is not a significand barrier, whereas 5 a significant barrier. a, b, and c denote mean values marked with different letters to indicate statistically significant differences (p < 0.05)
Source: Own research.
Declared barriers towards ‘clean meat’, on a scale of 1–5, where 1 indicates that the concerned factor is not a significand barrier, whereas 5 a significant barrier. a, b, and c denote mean values marked with different letters to indicate statistically significant differences (p < 0.05) Source: Own research.

Figure 4.

Respondents’ associations of qualities of ‘clean meat’ on a 7-point scale, where 1 indicates definitely not, whereas 7 definitely yes. a, b, and c denote mean values marked with different letters to indicate statistically significant differences (p < 0.05)
Source: Own research.
Respondents’ associations of qualities of ‘clean meat’ on a 7-point scale, where 1 indicates definitely not, whereas 7 definitely yes. a, b, and c denote mean values marked with different letters to indicate statistically significant differences (p < 0.05) Source: Own research.

Declared ability to stop eating meat and efforts to reduce meat in diet by consumers

Definitely not Rather not Cannot say Rather yes Definitely yes
Would you be able to quit eating meat? 12.5% 18.5% 19.2% 34.7% 15.1%
General tendencies: Not open to quitting meat consumption 31.0% Open to quitting meat consumption: 49.8%
Are you trying to reduce the amount of meat in your diet? 13.3% 21.4% 11.8% 27.7% 25.8%
General tendencies: Not trying to reduce meat consumption: 34.7% Trying to reduce meat consumption: 53.5%

Structure of the sample

Gender identity
Woman 72.0%
Man 22.3%
Other 5.7%
Age (years)
Under 18 11.2%
18–26 56.9%
27–35 19.9%
36–45 6.0%
46–55 6.0%
Education
Primary education 7.7%
Lower secondary education 4.1%
Secondary education 37.5%
Basic vocational education 1.4%
Higher education 49.3%
Average net income per person in the household
Under 1,000 PLN 5.0%
1,000 PLN–1,500 PLN 9.8%
1,500 PLN–2,000 PLN 15.3%
2,000 PLN–3,000 PLN 24.6%
3,000 PLN–4,500 PLN 25.6%
4,500 PLN–5,500 PLN 8.9%
Over 5,500 PLN 10.8%
Current diet
Standard/Omnivore 59.1%
Pescatarian 5.7%
Vegetarian 23.0%
Vegan 12.2%