Why People Resist Cutting Meat Despite Climate Concerns

What is it about?

This study investigates culturally appropriate ways Danish consumers reject meat reduction in the context of climate change and unsustainable consumption. Utilizing an interactionist theoretical framework, the study draws on focus group discussions to explore consumer attitudes towards plant-based meats and meat reduction. The study finds that norms of culinary conduct supersede climate considerations in guiding consumer behavior. It reveals that knowledge of the climate impacts of meat consumption is complex and ambiguous, often being accepted when it aligns with cultural conventions but dismissed when it challenges consumer culture. The study identifies two main forms of reasoning: adherence to culinary norms and the manipulation of knowledge claims. The findings contribute to understanding how cultural conventions and knowledge negotiations perpetuate unsustainable consumption patterns.

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Photo by Kasper Mundt-Nielsen on Unsplash

Photo by Kasper Mundt-Nielsen on Unsplash

Why is it important?

This study is significant as it explores the complex interplay between cultural conventions and consumer behavior regarding meat consumption in the context of climate change. It highlights the challenges posed by entrenched dietary habits in achieving sustainable consumption patterns, which is crucial given the significant contribution of meat production to global greenhouse gas emissions. Understanding these dynamics is essential for developing strategies to encourage environmentally friendly dietary shifts. Key Takeaways: 1. The study investigates how cultural norms, particularly those related to culinary standards, often take precedence over climate considerations when individuals justify their continued meat consumption, revealing a significant barrier to adopting sustainable dietary practices. 2. Findings reveal that consumers use a combination of acknowledged climate impact knowledge and claimed knowledge deficits to construct narratives that excuse or justify their meat consumption, highlighting the nuanced role of information in consumer decision-making. 3. The research demonstrates that the presence of ""experts"" within social discussions can influence the discourse on meat consumption by challenging or validating claims, suggesting that informed individuals can play a critical role in shifting public perceptions and behaviors towards more climate-friendly diets.