Globally, food production systems are among the leading contributors to environmental degradation (Halpern et al., 2022). Recent estimates attribute ~34% of total anthropogenic greenhouse gas emissions to the global food system (Crippa et al., 2021), with substantial impacts on biodiversity, land, and water use (Poore and Nemecek, 2018). These estimates are consistent with recent global syntheses that quantify food-system emissions across supply-chain stages (Crippa et al., 2021; Tubiello et al., 2022). This growing concern has created an urgent need to change the way society consumes and produces food. Concurrently, reducing red and processed meat consumption has been linked to improved health outcomes, including lower risks of obesity, cardiovascular disease, and certain cancers (Farvid et al., 2021). The relationship between food choices and their impact on the environment has captured the attention of scientists, policymakers, and environmental advocates. In response, many countries have updated food-based dietary guidelines (FBDGs) to integrate sustainability and recommend lower intakes of red and processed meats, emphasizing largely plant-forward patterns (Klapp et al., 2022; James-Martin et al., 2022). Examples include Australia, the Netherlands, the Nordic Council, Norway, Portugal, Saudi Arabia, among others. Despite these efforts, strictly vegetarian, vegan and pescatarian diets remain minority patterns in most populations, with national surveys typically reporting low single-digit prevalences for each (1%–7%) (Wozniak et al., 2020; Bakaloudi et al., 2021; Wesseldijk et al., 2023). Recent findings in Saudi Arabia indicate a similar trend, with veganism reported at 4.7% and vegetarianism at 7.8% (AL-Mohaithef, 2022).

Many scientific insights highlight the serious damage animal production poses to essential resources such as land, water, and energy (Godfray et al., 2018). Recent estimates indicate that animal-based foods generate roughly twice the greenhouse-gas emissions of plant-based foods (57% vs. 29% of ~17.3 Gt CO₂-eq) (Xu et al., 2021). Not only in terms of greenhouse-gas emissions but, plant-based dietary patterns consistently show lower land use and biodiversity loss than standard diets and are linked to better health outcomes (Carey et al., 2023).

According to FAOSTAT’s latest Food Balance Sheets, the UAE’s per-capita meat supply in 2022 was just over 60 kg/person/year, with poultry the main driver of recent growth; given that the UAE imports roughly 85–90% of its food and domestic livestock output remains small (e.g., poultry production ~56,000 MT in 2022), most environmental impacts arise along import-dominated supply chains rather than local primary production (FAOSTAT, 2024). This high meat demand in the UAE, exceeded the 2022 global average of about 44–45 kg per person per year (FAOSTAT, 2024). Several interacting factors underlie the UAE’s rising meat consumption. These include the country’s prosperity and greater purchasing power, followed by an increase in consumption of resource-intensive foods such as meat. Furthermore, because of the UAE’s cultural tradition steeped in rich culinary heritage, meat-related dishes take precedence as a staple in the diet (Cheikh Ismail et al., 2023).

Sustainable diets emphasize a shift toward more plant-based foods and a reduced consumption of animal-based products, particularly red and processed meats (Meybeck and Gitz, 2017). This approach aligns with research highlighted by the EAT-Lancet Commission, emphasizing the importance of plant-based diets for both human health and environmental sustainability (Rockström et al., 2025). While sustainable agricultural practices are continually improving, reducing meat consumption remains a crucial factor in promoting sustainable diets. Evidence consistently demonstrates that decreasing meat intake plays a significant role in lessening the environmental impact of food production (Aleksandrowicz et al., 2016; Springmann et al., 2016).

Individuals play a pivotal role in reducing their ecological footprint and contributing to a more sustainable global food system by transitioning to plant-based alternatives and moderating meat consumption. This shift toward sustainable diets not only offers promising prospects for environmental conservation but also holds the potential for improved health outcomes (Satija et al., 2016). Bahn et al. (2019) assessed the environmental and nutritional impacts of current and recommended dietary patterns across 17 Middle East and North Africa (MENA) countries (Bahn et al., 2019). Their analysis revealed that reducing red meat consumption significantly lowers environmental footprints, whereas increasing the intake of vegetables, legumes, nuts, and fruits results in higher resource use (Bahn et al., 2019). To balance sustainability and nutrition, the study supports replacing animal proteins (meat, eggs, fish, and dairy) with alternative sources such as plant-based proteins, microalgae, edible insects, and cultured meat.

Understanding the motivations and barriers that individuals face in reducing meat consumption and integrating more plant-based sources into their diets is crucial for the development of effective interventions and policies. Evidence from behavioral and socio-economic studies (Fernqvist et al., 2024; Alcorta et al., 2021) shows that intentions and attitudes, social norms, habits/identity, taste expectations, price, convenience, and labeling drive adoption of plant-forward diets, whereas neophobia, perceived cost, limited availability, and nutrition concerns impede it; effective strategies pair targeted education and norm based messaging with structural measures, improved affordability and access, better sensory quality (including reformulation and fortification), and clear labeling, tailored to groups most ready to shift (Fernqvist et al., 2024; Alcorta et al., 2021).

Recent research in the UAE indicated that while approximately 51.2% of Emiratis are familiar with alternative proteins, a significant majority (74%) prefer plant-based options (Maqsood et al., 2025). However, factors such as sensory attributes, availability, and cultural significance influence their willingness to adopt these alternatives (Maqsood et al., 2025). Therefore, this study aims to examine meat consumption patterns among consumers in the UAE and their perceptions of reducing meat consumption, explore meat alternative preferences, and investigate motivations and barriers to reducing meat consumption among adult consumers.

This study highlights higher consumption of unprocessed than processed red meat, with over half of participants eating it no more than once per week. While eggs, dairy products, and fish emerged as the most frequently used meat alternatives, the integration of plant-based meals into daily dietary routines remained limited. Although a segment of respondents expressed willingness to reducing their meat intake, overall willingness was low. Health considerations were the most cited factor influencing meat consumption, whereas environmental concerns and cost were less frequently acknowledged. Importantly, participants identified cultural norms, taste preferences, meal preparation difficulties, and limited availability of plant-based options as key barriers to dietary change.

Red-meat intake in this study was frequent for both unprocessed and processed products, with fresh cuts forming the routine choice and processed items also appearing regularly. In the regional context these processed meats are mostly Halal formats such as luncheon meats, sausages, and cold cuts. This pattern aligns with findings from Khaleel et al. (2025). They reported that consumers in the UAE where meat eating was near universal with about 86% consumed red meat, poultry, and seafood and only 4% identified as pescatarian, vegetarian, or vegan, with meat present in most lunches and dinners (~90 and 60%, respectively). This highlights the need for culturally compatible, halal-compliant alternatives and practical meal guidance to support gradual reductions in red and processed meat without compromising dietary traditions.

Research points to a preference for classic protein sources like dairy and eggs over plant-based options. For example, a study by Cheikh Ismail et al. (2023) found a low consumption of plant-based foods and a greater liking for animal-based proteins among adults in the UAE (Cheikh Ismail et al., 2023). The present study findings align with recent trends observed in the UAE concerning dietary shifts, particularly the growing interest in reducing meat consumption in favour of plant-based alternatives (Maqsood et al., 2025). Studies report a significant increase in demand for plant-based products in the UAE, driven by a combination of health consciousness, environmental concerns, and the influence of global dietary trends (Maqsood et al., 2025; Khaleel et al., 2025). The UAE’s market for meat substitutes has shown substantial growth, with predictions that this trend will continue to expand rapidly over the coming years (Research GV, n.d.). The UAE’s designation of 2023 as the ‘Year of Sustainability’ helped raise the profile of environmentally friendly food choices through national campaigns, public-sector procurement initiatives, and collaborations with local retailers and restaurants to promote plant-forward options (Affairs UMoF, 2023). Interestingly, 47% of participants in this study reported being aware of the environmental impact of their food choices, suggesting a moderate level of consciousness regarding the ecological consequences of meat consumption. This aligns with findings from a comparative study conducted in Canada and Kuwait, which identified environmental concern and attachment to meat as key factors influencing consumer attitudes toward plant-based meat alternatives (Bakr et al., 2023).

Our findings mirror prior UAE research showing that growing health concerns are the primary driver of dietary change, whereas environmental considerations and cost are less influential (Maqsood et al., 2025; Khaleel et al., 2025). Consistent with qualitative work in the UAE, religious dietary laws and cultural traditions remain powerful determinants of meat consumption, yet younger, more educated respondents demonstrate greater environmental awareness and willingness to reduce meat (Contu, 2025). This highlights the value of culturally sensitive, religion-aligned public health campaigns.

Many people are becoming more aware of the health and environmental advantages of cutting back on meat consumption, but many still resist altering their dietary habits (Kwasny et al., 2022). Graça et al. (2015), discovered that psychological resistance, such as the pleasure of consuming meat and its cultural importance, has a significant impact on this hesitation (Graça et al., 2015). de Venter Villiers et al. (2024) study also pointed out that consumers face difficulties in transitioning to a plant-based diet due to factors such as taste preferences, nutritional worries, and social norms (de Venter Villiers et al., 2024).

Our findings reveal that while nearly half of participants demonstrated awareness of the environmental implications of their food choices, a substantial proportion remained unaware. Nevertheless, a majority acknowledged the potential environmental benefits associated with reducing meat intake. The modest yet noticeable increase in familiarity with, and willingness to try, plant-based meals coupled with generally positive attitudes toward their taste points to a gradual shift in perception. These trends suggest growing consumer awareness of the link between diet and environmental sustainability. Our findings are consistent with global patterns, as highlighted in recent systematic reviews examining consumer attitudes toward meat consumption in the context of environmental concern (Sanchez-Sabate and Sabaté, 2019).

A cross-disciplinary review finds that defaults/choice architecture, greater plant-based availability, pricing measures, and social-norm/information cues effectively reduce meat intake (Kwasny et al., 2022). Recent systematic review report a growing interest in plant-based diets but also emphasize persistent cultural resistance to reducing meat intake (Onwezen et al., 2021; Siddiqui et al., 2022). The systematic review by Kwasny et al. (2022) concluded that interventions leveraging increased availability of plant-based options, pricing strategies, and social-norm or information cues are among the most effective approaches for reducing meat consumption, whereas purely educational strategies showed mixed effects (Kwasny et al., 2022). Many consumers are hesitant to transition due to an attachment to meat and an unwillingness to alter established habits (Kwasny et al., 2022). One of the main barriers to adopting a plant-based diet as reported by Norwegian and French consumers is the lack of knowledge on how to prepare these meals (Varela et al., 2022). Several reviews note that although vegetarians and vegans remain a minority compared with omnivores, their numbers have increased in many countries over the last decade, reflecting greater interest in plant-based eating and meat reduction (Alcorta et al., 2021; Fehér et al., 2020; Selinger et al., 2023). Plant-based diets, such as the Mediterranean diet (Guasch-Ferré and Willett, 2021), the Dietary Approaches to Stop Hypertension (DASH), the New Nordic diet (Krznarić et al., 2021), and the Planetary diet (Willett et al., 2019), allow for the consumption of small quantities of meat and animal-based food products. Food prices are one important barrier, particularly for lower-income households, but our findings and other studies indicate that taste preferences, cooking skills, social norms, and cultural eating habits often play an equal or greater role in shaping meat-reduction behaviors (Fehér et al., 2020; Principato et al., 2025).

In coastal regions such as Bahrain, Oman, Qatar, the United Arab Emirates, and southern Yemen, fish constitutes an essential part of the traditional diet, with consumption levels significantly higher than those observed in inland areas of the region. Nevertheless, despite the prominence of seafood in these diets, prior research has shown that many individuals tend to underestimate the environmental impact associated with animal-based food production (Sanchez-Sabate et al., 2019). Brink et al. (2019) observed that consumer acceptance of dietary change is shaped by multiple factors, including the level of awareness and concern regarding environmental consequences, in addition to the degree of enjoyment and habitual consumption of meat (Brink et al., 2019). At a global level, several national FBDGs have been revised to increasingly favors plant-forward patterns with reduced red/processed meat (Klapp et al., 2022; James-Martin et al., 2022). In the present study, 46% of participants indicated that sustainability plays a role in their food choices, although perceptions of sustainable diets appeared limited. These findings are consistent with evidence from a recent systematic review, which found that sustainability considerations often have minimal influence on actual consumer food choices (Ronto et al., 2022).

This study offers several strengths, including a large and diverse sample drawn from all seven emirates of the UAE, enhancing its regional representation. The use of a bilingual survey instrument (Arabic and English) contributed to cultural inclusivity and accessibility, thereby increasing the study’s relevance across varied population groups. The findings provide valuable insights for policymakers and public health professionals, particularly in understanding meat consumption patterns, preferences for alternative protein sources, and the perceived barriers and motivators associated with the adoption of more sustainable diets. However, certain limitations should be acknowledged. The use of convenience and snowball sampling limits the generalizability of the results to the broader UAE population. Moreover, reliance on self-reported data may introduce response and recall biases. The cross-sectional nature of the study restricts causal inference, and the online format may have excluded individuals from rural or lower socioeconomic backgrounds with limited internet access. Moreover, data collection overlapped with the month of Ramadan, when meal timing, social gatherings, and the prominence of meat-based dishes may differ from other times of the year. However, participants were asked about their usual intake over recent months. Additionally, while the study explored general trends in the consumption of meat alternatives, it provided limited detail on the barriers associated with less commonly consumed options such as tofu and imitation meat. Future research would benefit from a more in-depth exploration of sustainability awareness and the factors influencing the acceptance of emerging protein alternatives.

From a policy perspective, our findings suggest that initiatives to encourage lower red-meat intake in the UAE should prioritize health framing and cultural alignment. Therefore, integrating clear, practical guidance on gradually reducing red and processed meat, while maintaining adequate protein intake, into national food-based dietary guidelines and health-promotion campaigns could leverage health concerns, which were the most frequently cited motivator in our sample. Moreover, policymakers and institutions could normalize plant-forward eating by increasing the availability and visibility of appealing, affordable, and halal-certified plant-based options in canteens and catering, supported by procurement policies and pricing incentives. Additionally, targeted communication, through primary care, community centers, and digital platforms, could emphasize both health and environmental co-benefits in simple, actionable messages, focusing on groups who already express some willingness to change. These measures may support a gradual, socially acceptable shift toward more sustainable dietary patterns in the UAE.