How do values relate to the consumption of meat and dairy products and their plant-based alternatives?

We examined how ten basic values and value profiles are associated with the consumption of red meat, dairy, legumes, and plant-based meat and dairy alternatives and with the perceived importance of meat-like characteristics in legume-based meat alternatives. Participants were adult Finns who completed an online survey in autumn 2020 (n = 1000). Values were assessed using the Short Schwartz’s Value Survey, and an abbreviated Food Frequency Questionnaire was used to assess food consumption. Associations between values and food consumption were examined with adjustments made for sociodemographic factors. Valuing tradition and hedonism more, while valuing universalism less, was associated with frequent red meat consumption and less frequent consumption of plant-based meat and dairy alternatives. For frequent red meat consumption, also valuing security had an important role. Valuing benevolence highly and stimulation less so were associated with frequent dairy consumption. Five distinct value profiles were identified using latent profile analyses. The largest profile was “Indifferent anti-Universalists” followed by “Average Conformists,” “Conforming Traditionalists,” “Security-Oriented Benevolent,” and “Modern Universalists.” The Modern Universalists were characterized by valuing benevolence, universalism, self-direction, and hedonism, and they exhibited less frequent red meat consumption than did the other value profiles. The value profiles did not differ in the consumption frequency of dairy, legumes, or plant-based meat and dairy alternatives. Tailored communication and intervention strategies are needed to make a diet characterized by decreased red meat consumption and increased plant-based food consumption more appealing for individuals valuing security, tradition, and hedonism.