Abstract

Increasing the willingness to reduce animal product consumption has the potential to contribute to ameliorating the impact of animal agriculture on the environment, as well as foster healthier diets and improve the lives of farmed and wild animals. Reduction of animal product consumption is a prosocial behaviour (PSB), and factors that are considered to influence it are empathy and selfishness. In this research, animal-oriented empathy examined empathy specifically for animals. Animal oriented empathy and three types of selfishness: adaptive, egoistic, and pathological were measured to determine if they could predict willingness to reduce animal product consumption. PSB is also influenced by motivations and motivations can lead to willingness. The three most common motivations to reduce animal product consumption: animal welfare, the environment, and health were examined to determine whether they predict willingness. A sample of 492 Australian adults completed questionnaires via the Zoho survey platform, and the data underwent a hierarchical regression. Higher pathological selfishness predicted a greater willingness to reduce animal product consumption, as did environmental and animal welfare motivations. However, higher health motivation predicted a lower willingness to reduce animal product consumption. Interpretation of the perplexing results in relation to pathological selfishness suggested further research. The practical value of utilising environmental and animal motivations to increase willingness to reduce animal products whilst bringing attention to the health issues was also discussed.