Meat consumption, behaviour and the media environment: a focus group analysis across four countries

Can environmental traffic light warning labels reduce meat meal selection? A randomised experimental study with UK meat consumers

An important area for tackling climate change and health improvement is reducing population meat consumption. Traffic light labelling has successfully been implemented to reduce the consumption of unhealthy foods and sugary drinks. The present research extends this work to meat selection. We tested 1,300 adult UK meat consumers (with quotas for age and gender to approximate a nationally representative sample). Participants were randomised into one of four experimental groups: (1) a red traffic light label with the text 'High Climate Impact' displayed on meat meal options only; (2) a green traffic light label with the text 'Low Climate Impact' displayed on vegetarian and vegan meal options only; (3) red/orange/green (ROG) traffic light labels displayed on relevant meals; and (4) control (no label present). Participants made meal selections within their randomised group across 20 meal trials. A beta-regression was performed to ascertain the change in primary outcome (proportion of meat meals selected across the 20 trials) across the different groups. The red-only label and ROG labels significantly reduced the proportion of meat meals selected compared to the unlabelled control group, by 9.2% and 9.8% respectively. The green-only label did not differ from control. Negatively framed traffic light labels seem to be effective at discouraging meat selection. The labels appeared to be moderately acceptable to meat eaters, who did not think the labels impacted the appeal of the products. These encouraging findings require replication in real-life settings.

Moral disengagement in the media discourses on meat and dairy production systems

Meat and dairy production and consumption are the subject of ongoing public debates that touch on various sustainability issues such as biodiversity loss, climate change, animal welfare, and social and health aspects. Despite extensive discussions specifically relating to the environmental impacts of livestock farming in conjunction with animal welfare aspects, there have been no substantial changes in production or consumption patterns. Moreover, the focus of extant research is usually on consumers' responses to public concerns around livestock production. In this study, we shed light on the discrepancy between the normative discourse and action of relevant value chain actors with the help of Bandura's theory of moral disengagement, which allows us to identify mechanisms that contribute to the perpetuation of unsustainable production and consumption patterns. In particular, we focus on the shifting of responsibility between actors in the normatively charged field of sustainable livestock production. We collected 109 media interviews on meat and dairy production and consumption from the years 2020-2022, including interviews with actors from agriculture, processing industries, and food retail. Using qualitative content analysis, we investigated the role of moral disengagement in the media discourse on meat and dairy production and explored differences between actors in terms of moral disengagement. We found that shifting of responsibility shows a quasi-circular dynamic of being shifted from all actors to all, in our case most frequently to consumers, politics, and (diffuse) economic forces. In addition, our analysis showed the use of social justifications, beneficial comparisons, and euphemistic labelling to be common mechanisms of moral disengagement, constituting a collective problem within agri-food systems.

Social, ethical, environmental, economic and technological aspects of rabbit meat production - A critical review

Rabbit (RM) has become a valuable source of nutrients since the 1970s, helping to transform the European food industry into the largest RM producer in the world. However, the RM industry is experiencing a critical period of ethical imbalance. This trend, described as feed conversion ratio, impacts the environmental and financial performance of RM farms, which could lead to an increase production of industrial waste. In addition, the loss of corporate ethical responsibility and sustainable development by RM-oriented companies has further exacerbated the situation. Our objective was to summarize current trends in the RM industry and markets, highlighting possible strengths and weaknesses. This review shows current approaches in sustainable techniques in RM production processes, ethical issue, environmental and processing responsibility of RM producers, as well as social responsibilities and ethical practices of slaughterhouses and RM producers, sustainable environmental practices of slaughterhouses, technological aspects and safety of RM and social drivers in RM market. The analysis of reviewed literature revealed the potential strategies for sustainable RM production.

Are the impacts of food systems on climate change being reported by the media? An Australian media analysis

OBJECTIVE

Food systems are a major contributor to climate change, producing one-third of global greenhouse gas emissions. However, public knowledge of food systems' contributions to climate change is low. One reason for low public awareness may be limited media coverage of the issue. To investigate this, we conducted a media analysis examining coverage of food systems and their contribution to climate change in Australian newspapers.

DESIGN

We analysed climate change articles from twelve Australian newspapers between 2011 and 2021, sourced from Factiva. We explored the volume and frequency of climate change articles that mentioned food systems and their contributions to climate change, as well as the level of focus on food systems.

SETTING

Australia.

PARTICIPANTS

N/A.

RESULTS

Of the 2892 articles included, only 5 % mentioned the contributions of food systems to climate change, with the majority highlighting food production as the main contributor, followed by food consumption. Conversely, 8 % mentioned the impact of climate change on food systems.

CONCLUSIONS

Though newspaper coverage of food systems' effects on climate change is increasing, coverage of the issue remains limited. As newspapers play a key role in increasing public and political awareness of matters, the findings provide valuable insights for advocates wishing to increase engagement on the issue. Increased media coverage may raise public awareness and encourage action by policymakers. Collaboration between public health and environmental stakeholders to increase public knowledge of the relationship between food systems and climate change is recommended.

Effects of Food Factors and Processing on Protein Digestibility and Gut Microbiota

Protein is an essential macronutrient. The nutritional needs of dietary proteins are met by digestion and absorption in the small intestine. Indigestible proteins are further metabolized in the gut and produce metabolites via protein fermentation. Thus, protein indigestibility exerts a wide range of effects on gut microbiota composition and function. This review aims to discuss protein digestibility, the effects of food factors, such as protein sources, intake level, and amino acid composition, and making meat analogues. Besides, it provides an inventory of antinutritional factors and processing techniques that influence protein digestibility and, consequently, the diversity and composition of intestinal microbiota. Future studies are warranted to understand the implication of plant-based analogues on protein digestibility and gut microbiota and to elucidate the mechanisms concerning protein digestibility to host gut microbiota using various omics techniques.

What's cooking? The normalization of meat in YouTube recipe videos consumed by South Asian British Muslims

Muslim consumers in the UK eat more meat than the national average. Individuals from ethnic minority backgrounds, particularly South Asian communities, experience poorer health outcomes, including diabetes and cardiovascular disease, associated with meat consumption. According to a YouGov survey, British Pakistani and Bangladeshi consumers use television cookery programs and social media (particularly YouTube) as their main digital sources of dietary information. Against this background, this study uses a mixed-method approach to show how meat is normalized in YouTube recipe content. Using quantitative analysis of 77 recent recipe videos presented by four leading British chefs (Jamie Oliver, Gordon Ramsay, Nigella Lawson and Nadiya Hussain) and halal recipe videos, we find that meat-based recipes overwhelmingly outnumber vegetarian/vegan ones, and that, whereas environmental or animal welfare concerns are hardly mentioned, health narratives feature in some videos. Using critical discourse analysis of a sample of videos, we show how meat consumption is rationalized by the "absenting" of meat's animal origins (making it "normal"), the "defaultization" of meat (making it "natural" and "necessary"), and "positive emotional routines" (making it "nice" and "necessary"). We consider how these representations of meat serve to overcome the "meat paradox" and legitimize, and thereby normalize, meat consumption among British Muslims.

People's Values and Preferences about Meat Consumption in View of the Potential Environmental Impacts of Meat: A Mixed-methods Systematic Review

BACKGROUND

Health is not the only aspect people consider when choosing to consume meat; environmental concerns about the impact of meat (production and distribution) can influence people's meat choices.

METHODS

We conducted a mixed-methods systematic review, searched six databases from inception to June 2020, and synthesised our findings into narrative forms. We integrated the evidence from quantitative and qualitative data sets into joint displays and assessed the confidence in the evidence for each review finding following the GRADE-CERQual approach.

RESULTS

Of the 23,531 initial records, we included 70 studies: 56 quantitative, 12 qualitative, and 2 mixed-methods studies. We identified four main themes: (1) reasons for eating meat; (2) reasons for avoiding meat; (3) willingness to change meat consumption; and (4) willingness to pay more for environmentally friendly meat. The overall confidence was low for the reasons for eating and/or buying meat, for avoiding meat, and for willingness to change meat consumption, and was moderate for willingness to pay more for environmentally friendly meat.

CONCLUSIONS

Regardless of people's general beliefs about meat and its impact on the environment, most people may be unwilling to change their meat consumption. Future research should address the current limitations of the research evidence to assess whether people are willing to make a change when properly informed.

Learning from innovative practitioners: Evidence for the sustainability and resilience of pasture fed livestock systems

There is an urgent need for transformational change in agriculture to address current and future issues caused by climate change, biodiversity loss and socio-ecological disruption. But change is slow to come and is hindered by a lack of transdisciplinary evidence on potential approaches which take a systems approach. The research described here was co-developed with the Pasture Fed Livestock Association in the UK to objectively evidence their practices. These include producing pasture-based meat from livestock fed on pasture and pasture-based forages alone. This approach sits alongside wider aims of fitting their practices with the ecological conditions on each individual farm to facilitate optimal production and working collaboratively through a forum for sharing knowledge. The research provides strong indications that the PFLA approach to livestock production is resilient and viable, as well as contributing to wider public goods delivery, despite variability within and between farms. It also reveals that learning and adaption of practice (through farmer experience) is central to farming using agro-ecological approaches. This fluidity of practice presents challenges for reductionist approaches to “measuring” agricultural innovations.

What do Consumers Read About Meat? An Analysis of Media Representations of the Meat-environment Relationship Found in Popular Online News Sites in the UK

Previous scholarship suggests that elite media have tended to pay little attention to the adverse environmental impacts associated with meat consumption and production. Through content analysis of 116 articles from 2019, published on eight popular online news sites consumed by a wide range of demographics in the UK, including lower-income groups (the sector most likely to eat meat), we identify common anti-meat and pro-meat environmental narratives, solutions and recommendations, and the dominant sentiment towards both meat consumption and production. We observed a significantly greater presence of anti-meat consumption and/or production narratives than pro-meat. Over half the articles showed anti-meat consumption sentiment, with only 5% predominately in favour. 10% were against unspecified or industrial production practices, 28% were against industrial-scale farming but supported sustainable methods; and none were entirely in favour of the meat industry. These findings are reflected in the dominant recommendation, present in over 60% of articles, to eat less meat. Our results add substantially to previous media research, particularly showing the increased volume of coverage of the meat-environment nexus, varying levels of contestation around meat eating, and the division of responsibility between consumers and industry.

Public trust and mistrust of climate science: A meta-narrative review

This systematic meta-narrative literature review aims to explore the narratives of trust evident in literature on public (mis)trust relating to climate science published up until May 2021, and to present the main findings from these papers. We identified six narratives of trust: attitudinal trust, cognitive trust, affective trust, contingencies of trust, contextual trust and communicated trust. The papers' main findings spanned theoretical conclusions on the importance of positionality to trust and morality to trustworthiness, to qualitative findings that the scientific community was mainly trusted, to quantitative findings that explored how trust functioned as an independent, dependent or mediating variable. This literature review sheds important light on the interrelationship between climate science and publics, highlights areas for further research, and in its characterisation of trust narratives provides a language for conceptualising trust that can further interdisciplinary engagement.

Plant-Based Only: Investigating Consumers' Sensory Perception, Motivation, and Knowledge of Different Plant-Based Alternative Products on the Market

Consumer acceptance and product development of sustainable, healthy, and tasty plant-based alternative products (PBAPs) are closely interlinked. However, information on consumer perceptions of the sensory profile of plant-based meat, cheese, and milk remains scarce. The study aimed to investigate German consumers’ (1) sensory evaluation of PBAPs and (2) consumers´ motivations and knowledge underlying the purchase of such products. This was analyzed in relation to different dietary styles of consumers (omnivore, flexitarian, vegetarian, vegan). A sample of 159 adults completed two tasks: first, a sensory test in which participants tasted and rated three different PBAPs in two consecutive sessions, and second, a questionnaire on consumption behavior, motivation, and knowledge. Results show few differences between nutrition styles in sensory evaluation of individual product attributes. However, overall liking was rated significantly higher by vegans than by omnivores. All dietary styles reported animal welfare and environmental aspects as the main motivations for consuming PBAPs. Most participants acknowledged that meat and cheese alternatives are highly processed foods and not a fad but are not automatically healthier or more environmentally friendly than their animal-based counterparts. Future research should focus on emerging product segments such as plant-based cheeses to better understand how consumers evaluate PBAPs.

Brazilians' attitudes to meat consumption and production: Present and future challenges to the sustainability of the meat industry

Brazil is a main global producer, exporter, and consumer of farm animal products. Information about the knowledge and attitudes of Brazilian citizens and consumers towards the different dimensions of meat production sustainability can support policy discussions and guide the industry to adopt production systems compatible with societal expectations. Here we provide a historical, social, and economic overview of meat production and consumption in Brazil, review the scientific literature on Brazilian public attitudes towards meat production and consumption, and discuss some actions Brazil is taking to develop more sustainable production systems. We show that Brazilians expect affordable meat products with high organoleptic, sanitary, nutritional qualities and produced under high ethical standards. The pace of discussions and changes in policies and in meat production systems needs to accelerate to follow domestic and international demands and the changes in ethical expectations of society. Constructive dialogue between all interested stakeholders, including citizens and consumers, needs to be fostered to design more sustainable meat production systems.

One person's meat is another's poison: representations of the meat-health nexus in UK news media

Mainstream media play a central role in shaping the ways diet and nutrition are discussed in the public sphere, yet few studies have explored its depictions of the meat-health nexus. Focusing on eight of the most popular news online sites consumed by lower-income groups in the UK-the demographic most likely to eat meat, according to a survey conducted for this study-we carried out content analysis of 128 articles. We found, first, a multiplicity of pro- and anti-meat narratives across all news outlets; second, that the dominant recommendation, found in 40% of our sample, was to eat less or no red meat; and third, that a balanced or neutral sentiment was present in over half of our sample, with a ratio of 3:2 (anti-versus pro-meat) in remaining articles. We found that the editorial leaning of a news outlet was not closely correlated with its overall sentiment towards meat consumption; all were neutral or slightly anti-meat, with the exception of LAD Bible, the only clearly pro-meat outlet. Qualitative analysis uncovered three key themes: the risk of red meat on colorectal cancer, uncertainty around plant-based options, and individual dietary choice. We use case studies guided by these themes to highlight some of the shortcomings of health communication and provide recommendations, with a focus on improved dialogue between journalists and researchers.

Who has a beef with reducing red and processed meat consumption? A media framing analysis

OBJECTIVE

Diets high in red and processed meat (RPM) contribute substantially to environmental degradation, greenhouse gas emissions and the global burden of chronic disease. High-profile reports have called for significant global RPM reduction, especially in high-income settings. Despite this, policy attention and political priority for the issue are low.

DESIGN

The study used a theoretically guided framing analysis to identify frames used by various interest groups in relation to reducing RPM in online news media articles published in the months around the release of four high-profile reports by authoritative organisations that included a focus on the impacts of high RPM production and/or consumption.

SETTING

Four major RPM producing and consuming countries - USA, United Kingdom, Australia and New Zealand.

PARTICIPANTS

None.

RESULTS

Hundred and fifty news media articles were included. Articles reported the views of academics, policymakers, industry representatives and the article authors themselves. RPM reduction was remarkably polarising. Industry frequently framed RPM reduction as part of a 'Vegan Agenda' or as advocated by an elite minority. Reducing RPM was also depicted as an infringement on personal choice and traditional values. Many interest groups attempted to discredit the reports by citing a lack of consensus on the evidence, or that only certain forms of farming and processing were harmful. Academics and nutrition experts were more likely to be cited in articles that were aligned with the findings of the reports.

CONCLUSIONS

The polarisation of RPM reduction has led to a binary conflict between pro- and anti-meat reduction actors. This division may diminish the extent to which political leaders will prioritise this in policy agendas. Using nuanced and context-dependent messaging could ensure the narratives around meat are less conflicting and more effective in addressing health and environmental harms associated with RPM.

What's your beef with meat substitutes? Exploring barriers and facilitators for meat substitutes in omnivores, vegetarians, and vegans

The overconsumption of meat has been related to negative health, environmental, and animal welfare effects. As such, many people are now reducing their meat consumption, and for some this includes increasing their consumption of meat substitutes. While research has discussed the barriers towards the adoption of meat substitutes, there is a lack of studies examining the differences between omnivores and veg*ns. The objective of this research is to explore the facilitators, barriers, and negotiations (i.e., tensions) that various dietary groups encounter with meat substitutes. Six focus groups were conducted and our analysis found clear tension between many influences in food choice. These tensions result in the influences (sensory preferences, meat substitutes' classification, health perceptions, and social/culture) being both facilitators and barriers dependent on the dietary group. Yet, there are also key facilitators across all dietary groups such as resources (packaging and labelling), and food context (restaurants, takeaways), as well as barriers such as the "vegan tax" (high price) and lack of trust. A main value negotiation was also exhibited by all dietary groups, balancing familiarity with food/meal freedom and versatility. We provide a reflection on the practical implications for meat substitute companies.

Sustainable Food Support during an Ultra-Endurance and Mindfulness Event: A Case Study in Spain

The present industrial food-production system is not suitably ecological for the environment. Mindful nutrition in sport is a relevant emergent sub-discipline that could help reduce environmental degradation. This case study describes a sustainable support diet during an ultra-endurance running (UR) event called the "Indoor Everest Challenge". This UR challenge involved attaining the altitude of Mount Everest (8849 m) in a simulated way, in less than 24 h, without using ultra-processed food and without wasting plastics. During this challenge, a male athlete (34 years, weight: 78 kg, and height: 173 cm) wore a SenseWear Armband® (BodyMedia Inc., Pittsburg, PA, USA) accelerometer on his right arm to estimate energy expenditure. To supply his nutritional requirements, the athlete consumed only specially prepared homemade and organic food. All consumption was weighed and recorded in real-time; we determined nutrients using two databases: a food composition software, Dial Alce Ingenieria® (Madrid, Spain), to measure energy and macro- and micro-nutrients, and Phenol Explorer Database® (INRA Institut National de Recherche pour l'Alimentation, Paris, France) precisely to determine polyphenolic content. Most energy intake (up to 96%) came from plant foods. We found that subject consumed 15.8 g/kg-1/d-1 or 1242 g of carbohydrates (CHO), (2.4 g/kg-1/d-1) or 190 g of proteins (P), and 10,692 mL of fluid. The total energy intake (7580 kcal) showed a distribution of 65% CHO, 10% P, and 25% lipids (L). Furthermore, this sustainable diet lead to a high antioxidant intake, specifically vitamin C (1079 mg), vitamin E (57 mg), and total polyphenols (1910 mg). This sustainable approach was suitable for meeting energy, CHO, and P recommendations for UR. Physical and mental training (mindfulness) were integrated from the specific preliminary phase to the day of the challenge. The athlete completed this challenge in 18 h with a low environmental impact. This sports event had an educational component, as it awakened curiosity towards food sustainability.

Do children favor snacks and dislike vegetables? Exploring children's food preferences using drawing as a projective technique. A cross-cultural study

OBJECTIVE

To avoid the rising spread of childhood obesity and preserve resources within planetary boundaries, healthy and sustainable eating habits and the consumption of adequate amounts of fruits and vegetables should be encouraged. Children's food preference was found to be an important determinant for food choice and consumption. The aim of this study was to explore children's food preferences using drawing as a projective technique in terms of healthy and sustainable eating and compare food preference patterns in Denmark and Lithuania.

METHOD

In total 484 children, aged between 8 and 13 years old, participated in the study (147 in Denmark and 337 in Lithuania). Participants were asked to fill the food preference questionnaire and answer questions about their daily intake of fruits, vegetables, and snacks and draw their favorite meal afterward. Sociodemographic questions about children's age, gender, parents' employment, and family composition were also included in the questionnaire.

RESULTS

Fruits, vegetables, highly-processed and animal-based foods were not included in a large part of children's most preferred meal composition. Favorite meals' composition varied among children in both countries and included different products from separate food groups. Vegetables were more likely to be present in the children's favorite meals together with meat products. Girls in both countries had more expressed vegetable preferences than boys. Boys in Lithuania had a relatively more expressed preference for highly-processed foods, while Danish girls had a more expressed preference for animal-based products.

CONCLUSIONS

Children's preferences for foods such as meat and animal-based products expressed in children's drawings, might be considered as relatively positive in terms of sustainable eating. However, children's preferences and intake of fruits and vegetables should still be encouraged among young consumers. Cultural and gender differences in children's food preferences should be considered while creating interventions and marketing strategies for promoting healthy and sustainable eating among young consumers.

From Farm-to-Fork: E. Coli from an Intensive Pig Production System in South Africa Shows High Resistance to Critically Important Antibiotics for Human and Animal Use

Antibiotic resistance profiles of Escherichia coli were investigated in an intensive pig production system in the uMgungundlovu District, South Africa, using the 'farm-to-fork' approach. Four hundred seventeen (417) samples were collected from pig and pig products at different points (farm, transport, and abattoir). E. coli was isolated and enumerated using the Colilert^® 18/Quanti-Tray^® 2000 system. Ten isolates from each Quanti-tray were selected randomly and putatively identified on eosin methylene blue agar. Real-time PCR targeting the uidA gene was used to confirm isolates to the genus level. The Kirby-Bauer disc diffusion method was used to determine the isolates' antibiotic susceptibility profiles against 20 antibiotics. A total of 1044 confirmed E. coli isolates were obtained across the three critical points in the food chain. Resistance was observed to all the antibiotics tested with the highest and lowest rates obtained against tetracycline (88.5%) and meropenem (0.2%), respectively. Resistance was also observed to chloramphenicol (71.4%), ampicillin (71.1%), trimethoprim-sulfamethoxazole (61.3%), amoxicillin-clavulanate (43.8%), cephalexin (34.3%), azithromycin (23.9%), nalidixic acid (22.1%), cefoxitin (21.1%), ceftriaxone (18.9%), ciprofloxacin (17.3%), cefotaxime (16.9%), gentamicin (15.5%), cefepime (13.8%), ceftazidime (9.8%), amikacin (3.4%), piperacillin-tazobactam (1.2%), tigecycline (0.9%), and imipenem (0.3%). Multidrug resistance (MDR) was observed in 71.2% of the resistant isolates with an overall multiple antibiotic resistance (MAR) index of 0.25, indicating exposure to high antibiotic use environments at the farm level. A high percentage of resistance was observed to growth promoters and antibiotics approved for veterinary medicine in South Africa. Of concern was resistance to critically important antibiotics for animal and human use and the watch and reserve categories of antibiotics. This could have adverse animal and human health consequences from a food safety perspective, necessitating efficient antibiotic stewardship and guidelines to streamline antibiotic use in the food-animal production chain.

Evaluating Animal-Based Foods and Plant-Based Alternatives Using Multi-Criteria and SWOT Analyses

Global diets have transitioned in recent decades with animal and processed products increasing. Promoting a reversal in these trends towards plant-based diets could reduce the environmental impacts of food systems and reduce the prevalence of non-communicable diseases and malnutrition. In Spain, a reference point for the Mediterranean diet (predominantly plant-source based), plant-based alternatives to traditional animal-based products are receiving increased attention. However, limited focus has been given to the opinions of stakeholder groups on the potential of these novel products. We evaluate the opinions of stakeholders within the Spanish agri-food sector, using multicriteria and SWOT analyses, on traditional and novel food products. Stakeholders involved in the supply chain of food products (producers, processors, and distributors) were critical of novel plant-based foods, highlighting problems with their taste, processing technology, and high prices. These results contrast with the perspectives of policymakers, researchers, environmental NGOs, and consumers who see novel products more positively - healthier, more sustainable, and highly profitable. These results illustrate the more traditional mindset seen in Spanish production systems, contrasting with the rapidly shifting tastes and demands of consumers and the potential legislative orientation of policymakers. This study calls for improved understanding and collaboration between stakeholders to better manage complex choices that affect the future of food systems during their needed transformation.

Mapping Young Adults' Concerns and Attitudes toward Food-Related Sustainability Issues in Israel: Implications for Food Policy

Identifying the concerns about and attitudes toward adopting a healthy, sustainable diet may facilitate the development of effective implementation policies targeted at changing an individual’s dietary choices toward reducing the environmental burden of food systems. This cross-sectional online study was conducted in Israel among 348 adults aged 20–45 who responded to an advertisement posted on several social media platforms. Respondents received a link for the survey after signing informed consent forms. The questionnaire included three sections: concerns regarding food-related sustainability issues, willingness to act (“self”), and expectation that leaders would act upon these issues (“leaders”). Responses were recorded on a 1–4 Likert scale. Health-related issues—healthy food and drink, food prices, food safety, and the quality of health services—were scored the highest, both in the “self” and “leaders” sections. In all items, the expectation that leaders would act was higher than the willingness to act (composite mean ± SD: 3.04 ± 3.11 vs. 2.51 ± 2.47, respectively, p < 0.001). There were significant differences among dietary patterns in all three components. Mapping young adults’ concerns about and attitudes toward food-related sustainability issues allows for the identification of leverages that can be further used as focus issues in messages and interventions such as communication, food labeling, and economic incentives.

Animal Agriculture and Climate Change in the US and UK Elite Media: Volume, Responsibilities, Causes and Solutions

Animal agriculture is a major producer of greenhouse gas emissions, equivalent to 14.5% of global emissions, which is approximately the same size as the transportation sector. Global meat consumption is projected to grow, which will increase animal agriculture's negative impact on the environment. Public awareness of the link between animal food consumption and climate change is low; this may be one of many obstacles to more effective interventions to reduce meat consumption in Western diets, which has been proposed by many research institutions. This study analyzes how much attention the UK and US elite media paid to animal agriculture's role in climate change, and the roles and responsibilities of various parties in addressing the problem, from 2006 to 2018. The results of the quantitative media content analysis show that during that period, volume of coverage remained low, and that when the issue was covered, consumer responsibility was mentioned more than that of governments or largescale livestock farms. In similar fashion, a range of options around personal dietary change was far more prominent in the media discussion of solutions than government policies, reforming agricultural practices or holding major animal food companies accountable for their emissions.