Reducing meat consumption in meat-loving Denmark: Exploring willingness, behavior, barriers and drivers
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Reducing meat consumption in meat-loving Denmark : Exploring willingness, behavior, barriers and drivers. / Hielkema, Marijke Hiltje; Lund, Thomas Bøker.
In: Food Quality and Preference, Vol. 93, 104257, 2021.Research output: Contribution to journal › Journal article › peer-review
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TY - JOUR
T1 - Reducing meat consumption in meat-loving Denmark
T2 - Exploring willingness, behavior, barriers and drivers
AU - Hielkema, Marijke Hiltje
AU - Lund, Thomas Bøker
PY - 2021
Y1 - 2021
N2 - Lower meat consumption benefits public health and the environment. This study examined public willingness to reduce meat consumption in Denmark, and the drivers and barriers involved. An online survey (n = 1005), representative of the Danish population, carried out in 2019 measured meat dietary habits and willingness to reduce meat intake using the Stages of Change model, and barriers to, and drivers of, reduction. Approximately 3.5% of those surveyed did not eat meat (vegetarians/vegans), 57% had no intention to reduce their meat intake (with 5% planning to increase it). About 11.5% intended to reduce, and 27.5% had already reduced their meat intake (a slightly higher share than previously observed). Importantly, those stating that they had already reduced also ate significantly fewer meals with meat than those with no intention or an intention only. Drivers of meat reduction included awareness of the climate impact of meat and social networks containing meat reducers and avoiders. Barriers included food neophobia, identity incongruence, habitual behavior and practical difficulties. Strategies should focus on meat reduction, not exclusion, as completely removing meat from the diet was unpopular. As barriers and drivers differed with stage, we call for specialized campaigns. Consumers not intending to reduce meat intake could potentially be persuaded by climate awareness campaigns, and by promotion of small adaptations to familiar meals. Consumers intending to reduce meat intake may be prompted to do so by health awareness campaigns, changes to the choice architecture and increased availability of meatless meals.
AB - Lower meat consumption benefits public health and the environment. This study examined public willingness to reduce meat consumption in Denmark, and the drivers and barriers involved. An online survey (n = 1005), representative of the Danish population, carried out in 2019 measured meat dietary habits and willingness to reduce meat intake using the Stages of Change model, and barriers to, and drivers of, reduction. Approximately 3.5% of those surveyed did not eat meat (vegetarians/vegans), 57% had no intention to reduce their meat intake (with 5% planning to increase it). About 11.5% intended to reduce, and 27.5% had already reduced their meat intake (a slightly higher share than previously observed). Importantly, those stating that they had already reduced also ate significantly fewer meals with meat than those with no intention or an intention only. Drivers of meat reduction included awareness of the climate impact of meat and social networks containing meat reducers and avoiders. Barriers included food neophobia, identity incongruence, habitual behavior and practical difficulties. Strategies should focus on meat reduction, not exclusion, as completely removing meat from the diet was unpopular. As barriers and drivers differed with stage, we call for specialized campaigns. Consumers not intending to reduce meat intake could potentially be persuaded by climate awareness campaigns, and by promotion of small adaptations to familiar meals. Consumers intending to reduce meat intake may be prompted to do so by health awareness campaigns, changes to the choice architecture and increased availability of meatless meals.
U2 - 10.1016/j.foodqual.2021.104257
DO - 10.1016/j.foodqual.2021.104257
M3 - Journal article
VL - 93
JO - Food Quality and Preference
JF - Food Quality and Preference
SN - 0950-3293
M1 - 104257
ER -
ID: 262811435