The purpose of this study was to measure the causal relationships among affective belief, ambivalence, subjective norm, attitude, intention to consume and meat consumption. A total of 318 questionnaires were completed. The structural equation model was used to measure the causal effects among constructs. The results demonstrated that the confirmatory factor analysis model provided excellent model fit. The proposed model yielded a significantly better fit to the data than the baseline model. The effects of affective belief, ambivalence and subjective norm on attitude were statistically significant. The effect of subjective norm on intention was statistically significant. As expected, subjective norm and attitude had significant effects on meat consumption. Moreover, affective belief, ambivalence and subjective norm had indirect influences on meat consumption. Subjective norm also had an indirect influence on intention. The overall findings offered strong empirical support for the intuitive notion that improving the level of attitude toward eating meat can increase favorable intentions and decrease unfavorable intentions to reduce future meat consumption.