Changing eating habits and the impact on sustainable consumption: an analysis of the flexitarians' journey from the perspective of Life Course Paradigm Theory

There is a transformation in the eating habits of a group of consumers that can lead to more sustainable consumption on a larger scale, which is linked to a reduction in meat consumption, but in a more flexible and less restrictive way compared to vegetarianism. This phenomenon is called flexitarianism. Thus, this paper aims to analyze the adaptation processes to the new flexible diet in light of the Life Course Paradigm Theory (LCP). Qualitative research was conducted using 24 semi -structured interviews with people who have become flexitarian. The results showed that the presence of vegetarians in the relational cycle contributed to the decision to change and allowed access to information related to environmental damage. Regarding the actual timing of the change, health was the primary motive, followed by environmental concerns. Regarding the phase of adaptation to change, the economic situation and high meat prices emerged in the reports as conditions that facilitated the decrease in consumption. Another point that emerged in the adaptation process was the acquisition of the social role of the spouse, which was linked to a context of change toward a more sustainable behavior. The reports perceived a greater concern about the origin of the food. As a future study, we suggest a study on identity and feelings involved in the process of reducing meat consumption.