I started off cutting out meat once a week and now probably only eat it once a week. My main reasons for this change are the environment and the way that mass farming is carried out today. I do believe, though, that vegetarians should encourage others to reduce meat intake rather than trying to persuade them to drop it in one go because the human psyche doesn't work like that; In Europe the move away from meat is becoming more and more pronounced but on a recent visit to the US it was a different story.