“Born to Eat Meat”. Analysis of perceived barriers towards switching and following plant-based diet among young people in Almaty

Sammanfattning: Kazakhstan is a middle-income country which is going through the global phenomena of nutritional transition. One of the characteristics of the transition is increase in red meat consumption associated with growing incomes. Public Health diseases and environmental challenges caused by the transition are starting to take place in the country. Plant based diet is recognized and suggested as a sustainable alternative to prevent the health and climate consequences. The study uses mixed-method approach to analyze the perceived barriers of switching to such diet among young people of Almaty. The results have identified three major barriers: a) little awareness of the adverse effects of red meat intakes b) the culture of meat and hospitality b) accessibility and affordability of meat-free products.