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Consumer perspectives on reducing meat consumption: Why recommendations often fail to induce behaviour change?

Liisa Lähteenmäki1

  • 1Aarhus University, Department of Management, MAPP Centre, Universitetsbyen 61, Aarhus C, Denmark.

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Summary

Consumer food choices are key to sustainable food systems, but require support from other actors. Household food provisioning, often overlooked, significantly impacts sustainable food behavior change, like meat reduction.

Keywords:
Consumer behaviourFood choiceFood systemsHousehold food provisioning systemMeat reduction

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Area of Science:

  • Food Systems Science
  • Consumer Behavior Studies
  • Sustainability Research

Background:

  • Sustainable food systems are crucial for environmental, food security, and socio-economic well-being.
  • Consumer choices significantly drive food system transformations, yet their role is complex and influenced by various factors.
  • Existing research often overlooks household food provisioning processes, focusing instead on purchase decisions.

Purpose of the Study:

  • To analyze the role of consumers in driving sustainable food system changes.
  • To investigate the influence of household food provisioning on consumer behavior.
  • To explore the interplay between consumer responsibility and support from other food system actors.

Main Methods:

  • Literature review on consumer behavior and food systems.
  • Analysis of household food provisioning processes.
  • Discussion of enabling factors for sustainable food choices.

Main Results:

  • Consumer behavior change requires support from various actors beyond individual choices.
  • Household food provisioning, including decision-making during this phase, presents significant challenges to sustainable consumption.
  • Meat reduction is a complex behavior due to cultural significance and the need for systemic support.

Conclusions:

  • Sustainable food systems depend on a multi-actor approach, not solely consumer responsibility.
  • Addressing household food provisioning is critical for enabling sustainable food choices.
  • Systemic changes and support mechanisms are necessary to facilitate widespread adoption of sustainable diets, such as meat reduction.