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Description: The consumption of processed red meat and red meat is (probably) carcinogenic and associated with other non-communicable diseases. A transition to a less meat-based diet is warranted. It is known that explicit cognitions determine the intention to reduce one’s consumption and one’s intake. Implicit attitudes also play a role in this context. It is unclear, however, how explicit cognitions towards red meat consumption (RMC) and implicit attitudes towards red meat (RM) jointly influence intention to eat less and consumption. To shed light on this question, we tested the additive pattern (both types of cognitions explain unique variance) and the interactive pattern (both types interact in the prediction).