“…However, research has shown that consumers often underestimate the impacts of meat consumption on the environment, in general (Lea & Worsley, 2008;Tobler, Visschers, & Siegrist, 2011), and on climate change, in particular (Bostrom et al, 2012;Skamp, Boyes, & Stanisstreet, 2013;Truelove & Parks, 2012;Vanhonacker, Van Loo, Gellynck, & Verbeke, 2013). Hence, an important question is whether the transition to a low-carbon society requires a special focus on food-related options for consumers, such as eating less meat and more seasonal food, as compared to energy-related options, such as using energy saving light bulbs.…”