In similar ways, Kalof et al.
(1999) added that traditional values decrease the likelihood that people
would endorse vegetarian beliefs. May it also decrease the likelihood
that people would not endorse strict vegetarianism, but consciously
reduce their intake of meat (i.e. become flexitarian)? Flexitarians are a
growing group of consumers that reduce, but do not ban, meat from
their diet (Dagevos & Voordouw, 2013).