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This study analyzed the psychosocial aspects that predict intention to reduce red/processed meat consumption, proposing an integration of the Theory of Planned Behavior (TPB) and the Value‐Belief‐Norm (VBN) approaches. Participants (N = 233) filled in a self‐report online questionnaire, measuring the intention to reduce red/processed meat consumption, and both TPB (attitude, subjective norm, perceived behavioral control, and past behavior) and VBN (universalism, general pro‐environmental beliefs, awareness of consequences, ascription of responsibility, and personal norm) variables. Results of structural equation modeling showed the adequacy of the proposed TPB + VBN integrated model to predict consumers’ intention to reduce red/processed meat consumption. Attitude and subjective norm were the strongest predictors of intention, followed by personal norm and past behavior. Mediation analyses …