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This was an explorative study, the purpose of which was to understand how Chinese flexitarians were motivated to reduce their animal-based food consumption and specifically to explore why and what was behind these changes. Further, this study provides insights into how a transition towards a more plant-based diet might occur.

This study conducted 30 in-depth online interviews with Chinese flexitarians from two major Chinese cities. Interview transcripts were analysed through the lens of the Food Choice Process Model.

Participants adopted flexitarian diets due to health (n = 22), sustainability (n = 5) or ethical (n = 3) concerns. Many participants stated that they still enjoyed animal-sourced foods, were uncomfortable talking about their dietary transition and needed more social support. Consequently, most participants were unlikely to progress to vegetarian or vegan diets. While there are some commonalities between these findings and the results of similar studies with Western consumers, the many culturally and context-specific results revealed herein make an important contribution to the sustainability literature.

This is the first study exploring Chinese consumers’ flexitarianism experiences. These findings can be used by the food industry and interested business actors to improve communication and promotional strategies that encourage consumers to make healthier and more sustainable food choices.