Perceptions and willingness to reduce meat consumption among consumers in the United Arab Emirates: a cross-sectional analysis

Journal article

Background: Growing global concern over the health and environmental impacts of meat consumption has intensified interest in sustainable dietary practices. Understanding consumer attitudes and behaviors around meat reduction is essential to inform effective public health strategies. This study explored consumer perceptions, behaviors, and awareness related to meat consumption and sustainable diets in the United Arab Emirates (UAE). Methods: A cross-sectional web-based survey was conducted among 1,371 adults across all seven emirates. The questionnaire assessed meat consumption frequency, awareness of sustainability, willingness to reduce meat intake, and preferences for meat alternatives. Descriptive and inferential analyses were used to identify key patterns and associations. Results: Participants reported frequent red-meat consumption, with a median of 1 eating occasions per week (IQR 0.5–3) for unprocessed red meat and 0.5 eating occasions per week (IQR 0.5–1) for processed red meat. Eggs, dairy, and fish were the most frequently consumed alternatives, while plant-based options were less commonly used. Only 7% expressed strong willingness to reduce meat intake, with health concerns (49.4%) being the most common motivation. Environmental (17.4%) and animal welfare (10.7%) concerns were less frequently reported. Cultural norms (44.2%) and taste preferences (33.5%) were leading barriers. Sustainability was rated as very important by only 12.2%. No significant associations were found between willingness to reduce meat intake and demographic or health-related characteristics (p > 0.05). Conclusion: Findings underscore the limited readiness among UAE consumers to reduce meat consumption, despite moderate awareness of sustainability. Targeted, culturally tailored interventions are needed to address barriers and promote plant-based dietary habits that support both public health and environmental goals.

Authors: Cheikh Ismail, L; Kassem, H; Hashim, M; Hasan, H; Osaili, TM

• Publication status: Published
• Peer review status: Peer reviewed
• Publisher: Frontiers Media
• Journal: Frontiers in Sustainable Food Systems
• Volume: 10
• Article number: 1622234
• Publication date: 2026-02-20
• Acceptance date: 2026-01-15
• DOI: 10.3389/fsufs.2026.1622234
• EISSN: 2571-581X
• ISSN: 2571-581X
• Language: English
• Keywords: meat consumption; consumer behaviour; sustainable diets; plant-based alternatives; cultural influences