The general opinion and current scientific evidence highlight the link between red meat consumption and the development of non-communicable diseases (NCDs). We explored the determinants of the intention to consume red meat in relation to the risks of developing NCDs in Senegal with a special focus on popular “dibiterie” meat (braised meat) consumed in Dakar, Senegal. Building on the theory of planned behaviour as a theoretical framework, we used a structured questionnaire to collect data on the knowledge of consumers regarding the risk of NCDs from consuming meat. The survey involved 478 people randomly selected from households in the Dakar region. Data collected was analysed by performing the calculation of the dibiterie meat quantities consumed and frequencies of consumption, analyses of the principal components, binary logistic regression, and multiple hierarchical regression. Results show that dibiterie meat is mainly a dietary supplement for the population. The convenience, the social pressure, and quality indicators such as producer expertise and health perceived a link between meat consumption and NCDs; gender and age predicted the intention to consume dibiterie meat in the households of the Dakar region. This study provides a theoretical basis for the development of incentive-based interventions aiming to promote a balanced diet and healthy eating habits. Nutrition education and the use of social media have been raised as important in risky meat consumption behaviour change.