Targeted interventions have important under-explored potential for reducing meat consumption. We hypothesized that group-specific interventions targeting reduction for reducer, moderate-hindrance, and strong-hindrance meat eaters would be effective. All participants were randomly assigned to one of three treatment conditions designed for these three meat-eating groups, or to a control condition. Following the intervention, up to 28 days of food diaries were gathered to measure their consumption of animal products, which were weighted according to their greenhouse gas emissions.
Targeted interventions have important under-explored potential for reducing meat consumption. We hypothesized that group-specific interventions targeting reduction for reducer, moderate-hindrance, and strong-hindrance meat eaters would be effective. All participants were randomly assigned to one of three treatment conditions designed for these three meat-eating groups, or to a control condition. Following the intervention, up to 28 days of food diaries were gathered to measure their consumption of animal products, which were weighted according to their greenhouse gas emissions.
The principal motivations for the worldwide trend towards reducing meat consumption are health, the environment and animal welfare. The present study investigated the willingness of omnivores to introduce mixed (beef-vegetable protein) and 100% vegetable protein products into their diet. The participants (n = 251) were young adult omnivores who consumed meat at least once a week. The stimuli were images of six different products representing two beef burgers, two mixed-protein burgers (50% beef and 50% seitan or soy) and two 100% vegetable protein burgers (seitan and soy).
Meat consumption has been increasing since the 1960s, but especially from the 1980s decade to today. Although meat means an important source of nutrients, it is also evident that a great consumption of this source of proteins has also a negative environmental impact. Livestock production does not only have a negative influence on GHG emissions, but also on the water footprint, water pollution, and water scarcity.
Background: The environmental impact of meat consumption requires immediate action. Cultured meat—which is emerging through technologies to grow meat ex vivo—has exciting potential to offset the burden of livestock agriculture by providing an alternative method to sustainably produce meat without requiring individuals to become vegetarian. However, consumer uptake of cultured meat may be challenged by negative public perceptions.
