AUTHOR=Xie Ling , Shahzad Muhammad Faisal , Waheed Abdul , Ain Qurat ul , Saleem Zunair , Ali Mehwish Asghar 

TITLE=Do meat anti-consumption opinions influence consumers' wellbeing?–The moderating role of religiosity

JOURNAL=Frontiers in Psychology

VOLUME=Volume 13 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.957970

DOI=10.3389/fpsyg.2022.957970

ISSN=1664-1078

ABSTRACT=The study aimed to determine the role of personal factors, consumer social responsibility, and sensitivity to social marketing among meat anti-consumers.
The study constructs and tests a model of anti-consumption, using a sample of (n=597) collected from a cluster of young consumers using a survey questionnaire. SEM using AMOS model 1 followed by the Johnson-Neyman technique testing moderation was used
Results specify religiosity as the moderating driver of anti-consumption of meat among young consumers in Pakistan. Consumer social responsibility is a strong antecedent, while social marketing is significantly documented for sustainability motives. Consumers report the personal health and environmental domain as an encouraging element for meat anti-consumption.
The study uncovers social marketing motivations for anti-consumption and, in so doing, guides marketers and policymakers in their targeting and planning. 
The study is the first to establish the moderating role of religious motivations and meat anti-consumption behavior among Muslim consumers to achieve healthy well-being.