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

Abstract

The livestock sector is a major driver of climate change, accounting for 14.5% of anthropogenic greenhouse gas emissions. Population growth and rising prosperity are expected to see global consumption of meat rise by 76% by mid-century, a rate which is associated with significant social and environmental costs. There is therefore a compelling case for public measures to promote dietary shifts towards a more sustainable model, but little action has been taken at the international or national level. This article reports on an international study, with research conducted across the UK, US, China and Brazil, which examines the role the media might play in driving social change in this area. The study focused specifically on the negotiation of new information around meat consumption and climate change and its impacts on existing attitudes and behaviours. Findings indicate that perceptions and beliefs on climate change are culturally specifictending to reflect national political and social priorities -but are contextualised within individually constructed media environments. Key determining factors include assessments of trust and credibility in regard to scientists and other experts, perceptions of the role of government and questions of individual versus collective responsibility. These shape the parameters within which arguments about the impact of meat consumption upon climate change are received, and these responses interact with cultural and structural barriers and opportunities to shape the likelihood of behaviour change.

Urbanization, livestock systems and food security in developing countries: A systematic review of the literature

“…Urban expansion in developing countries has considerable impacts on livestock production systems (LPSs), influenced by both supply-side shifts in natural resource use as well as market-led demand changes (Thornton et al 2009). On the demand side, urbanization stimulates demand for LSF since it involves improvements in infrastructure, which allow perishable goods to be traded more widely, as well as changes in food consumption patterns and habits (Delgado 2005;Happer and Wellesley 2019). In many developing countries, a shift from a predominantly vegetable-based diet to one that includes a greater amount of LSF has already been seen over the last few decades, and the demand for livestock products is projected to grow substantially in the coming decades (Alexandratos and Bruinsma 2012;IAASTD 2009).…”

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

“…Our findings highlight the importance of policy makers promoting healthy and sustainable food systems. Happer and Wellesley [ 25 ] analyzed the attitudes of focus groups toward changes in meat consumption in China, Brazil, the United Kingdom, and the United States. While there was an overall agreement that action should be taken and that governments have a responsibility to lead this action, the majority of participants raised concerns regarding politicians’ trustworthiness.…”

“…Notably, the researchers found an association between attitudes toward government actions and individual actions. Thus, a stronger sense of personal responsibility was associated with higher levels of trust in decision-makers [ 25 ].…”

“…Additional issues that play a role in forming beliefs and motivation for change include assessments of trust and credibility regarding scientists and other experts, perceptions of the role of government, and questions of individual versus collective responsibility [ 25 ]. These perceptions define how arguments regarding the impact of food choices on climate change are received and how these arguments interact with cultural and structural factors to shape the likelihood of behavior change.…”

Making the case for edible microorganisms as an integral part of a more sustainable and resilient food production system

“…However, the current global trend is the opposite with improving living standards causing an increase in per capita consumption of animal protein such as meat, eggs and dairy products (Gerbens-Leenes et al 2010). Any policy efforts aiming to reverse this dietary transition are further hampered by entrenched attitudes to meat consumption that exist in different cultures (Happer and Wellesley 2019).…”