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The purpose of this paper is to explore the consumers' attitude and intention toward reducing meat consumption. In exploring such, the influence of social norm, perceived benefits, perceived barrier and environmental concern are examined. A self-administered online survey was employed for data collection. A sample of 298 Australians was analysed through structural equation modelling with SPSS AMOS 25. Social norm, perceived benefits and barriers as well as environmental concerns had significant impact on the consumers' attitude toward reducing meat consumpt
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