Flemish consumer attitudes towards more sustainable food choices

Consumer consciousness on meat and the environment - Exploring differences

Global environmental challenges require changes in both the production and the consumption of goods. In this paper we analyse how consumers perceive the high environmental burden of meat. We analysed consumer environmental consciousness, including problem awareness and a support to action dimensions, latter including perceived self-efficacy as well as solutions to problems. The solutions were positioned on a continuum from increasing the efficiency of production to discussing sufficiency levels in consumption practices (techno-optimism, local meat, organic meat and meat reduction, respectively). We used a statistically representative survey sample (n = 1890) from the population of Finland and cluster analysis to explore differences among consumers. The analysis revealed that most Finns seem to be rather unsure of the study topic. At the same time they tend to have a comparably high level of self-efficacy (55 per cent of respondents) and endorsement of particularly local meat solution type (55%), followed by organic meat (35%), meat reduction (25%) and techno-optimism (15%), though the neutral stand was the most common one across the data. We also identified six consumer groups that reveal not only a high number of Highly unsure consumers (40%), but also some Rather conscious (20%) and a relatively small number of Highly conscious (8%). In addition, there were also easily observable groups of Careless conscious (14%), Rather unsure (9%) and Resistant (8%). The results highlight the need for a multitude of political actions to guide meat consumption, as there are groups that may benefit from practical tools for making dietary changes as well as groups in need for more comprehensive selection of measures, including environmental information.

Exploring Flexitarianism

Broad scholarly consensus exists nowadays that high meat consumption is particularly critical from an ecological perspective. Traditionally, technological progress and efficiency innovations in food supply processes are identified as key to solving food sustainability problems. However, it is increasingly recognised that technological innovation and efficiency gains alone are not enough to reduce the environmental impacts of growing meat production and consumption. Therefore, this chapter's point of view is consumption-oriented. Are consumers part of the solution by making transitions towards more sustainable consumption patterns in general and less meat-centric diets specifically? This chapter explores flexitarianism as a present-day food style that consists of different forms or levels, ranging from minor adjustments to regular meat consumption patterns to fundamental departure from habitual meat eating practices.

Help the climate, change your diet: A cross-sectional study on how to involve consumers in a transition to a low-carbon society

This paper explores how the transition to a low-carbon society to mitigate climate change can be better supported by a diet change. As climate mitigation is not the focal goal of consumers who are buying or consuming food, the study highlighted the role of motivational and cognitive background factors, including possible spillover effects. Consumer samples in the Netherlands (n = 527) and the United States (n = 556) were asked to evaluate food-related and energy-related mitigation options in a design that included three food-related options with very different mitigation potentials (i.e. eating less meat, buying local and seasonal food, and buying organic food). They rated each option's effectiveness and their willingness to adopt it. The outstanding effectiveness of the less meat option (as established by climate experts) was recognized by merely 12% of the Dutch and 6% of the American sample. Many more participants gave fairly positive effectiveness ratings and this was correlated with belief in human causation of climate change, personal importance of climate change, and being a moderate meat eater. Willingness to adopt the less meat option increased with its perceived effectiveness and, controlling for that, it was significantly related to various motivationally relevant factors. The local food option appealed to consumer segments with overlapping but partly different motivational orientations. It was concluded that a transition to a low carbon society can significantly benefit from a special focus on the food-related options to involve more consumers and to improve mitigation.

Marine environmental contamination: public awareness, concern and perceived effectiveness in five European countries

Given the potential of Perceived Consumer Effectiveness (PCE) in shaping pro-environmental behavior, the relationships between PCE, awareness of causes of contaminants in the marine environment, and concern about marine environmental contamination were investigated using Structural Equation Modeling (SEM). PCE is the belief that an individual has in being able to make a difference when acting alone. A web-based survey was performed in one western European country (Belgium), one northern European country (Ireland) and three southern European countries (Italy, Portugal and Spain), resulting in a total sample size of 2824 participants. The analyses confirm that European citizens are concerned about marine environmental problems. Participants from the southern countries reported the highest concern. In addition, the study participants did not have a strong belief in themselves in being capable of making a difference in tackling marine environmental problems. However, a higher awareness, which was associated with a higher degree of concern, enhanced the belief that an individual can make a difference in tackling marine environmental problems, though only when a concrete action was proposed. Consequently, information campaigns focusing on pro-environmental behavior are recommended to raise public awareness about marine environmental problems and at the same time explicitly refer to concrete possible actions. The findings indicate that when only awareness and concern are raised without mentioning a concrete action, PCE might even decrease and render the communication effort ineffective.

Eating like there's no tomorrow: Public awareness of the environmental impact of food and reluctance to eat less meat as part of a sustainable diet

Reducing meat consumption is central to many of the scientific debates on healthy, sustainable diets because of the high environmental impact of meat production. Missing from these debates are the public perspectives about eating less meat and consideration of cultural and social values associated with meat. The aim of this study was to explore public awareness of the environmental impact of food and their willingness to reduce meat consumption. Twelve focus groups and four individual interviews were conducted with adults from a range of socio-economic groups living in both rural and urban settings in Scotland. Public understanding of the link between food, environment and climate change was explored, with a focus on meat and attitudes towards reducing meat consumption. Data were transcribed and analysed thematically. Three dominant themes emerged: a lack of awareness of the association between meat consumption and climate change, perceptions of personal meat consumption playing a minimal role in the global context of climate change, and resistance to the idea of reducing personal meat consumption. People associated eating meat with pleasure, and described social, personal and cultural values around eating meat. Some people felt they did not need to eat less meat because they had already reduced their consumption or that they only ate small quantities. Scepticism of scientific evidence linking meat and climate change was common. Changing non-food related behaviours was viewed as more acceptable and a greater priority for climate change mitigation. The study highlights the role meat plays in the diet for many people, beyond nutritional needs. If healthy, sustainable dietary habits are to be achieved, cultural, social and personal values around eating meat must be integrated into the development of future dietary recommendations.

Seasonality and dietary requirements: will eating seasonal food contribute to health and environmental sustainability?

Eating more seasonal food is one proposal for moving towards more sustainable consumption patterns, based on the assumption that it could reduce the environmental impact of the diet. The aim of the present paper is to consider the implications of eating seasonal food on the different elements of sustainability (i.e. health, economics, society), not just the environment. Seasonality can be defined as either globally seasonal (i.e. produced in the natural production season but consumed anywhere in the world) or locally seasonal (i.e. produced in the natural production season and consumed within the same climatic zone). The environmental, health, economic and societal impact varies by the definition used. Global seasonality has the nutritional benefit of providing a more varied and consistent supply of fresh produce year round, but this increases demand for foods that in turn can have a high environmental cost in the country of production (e.g. water stress, land use change with loss of biodiversity). Greenhouse gas emissions of globally seasonal food are not necessarily higher than food produced locally as it depends more on the production system used than transportation. Eating more seasonal food, however, is only one element of a sustainable diet and should not overshadow some of the potentially more difficult dietary behaviours to change that could have greater environmental and health benefits (e.g. reducing overconsumption or meat consumption). For future guidelines for sustainable diets to be realistic they will need to take into account modern lifestyles, cultural and social expectations in the current food environment.