Eating like there’s no tomorrow: Public awareness of the environmental impact of food and reluctance to eat less meat as part of a sustainable diet
This article in Appetite Journal investigates the public perspectives and awareness about the environmental impacts of food and of eating less meat. It thereby considers the cultural and social values associated with eating meat. While reducing meat consumption is central to many of the scientific debates on healthy and sustainable diets, the social and cultural values related to meat consumption are often not evaluated. This study explores the public awareness of the environmental impact of food and their willingness to reduce meat consumption. Public understanding of the link between food, environment and climate change was scrutinized, with a focus on meat and attitudes towards reducing meat consumption. Three dominant themes emerged: 1) a lack of awareness of the association between meat consumption and climate change; 2) perceptions of personal meat consumption playing a minimal role in the global context of climate change; and 3) resistance to the idea of reducing personal meat consumption. Scepticism of scientific evidence linking meat and climate change was common. Changing non-food related behaviours was viewed as more acceptable and a greater priority for climate change mitigation. The study highlights the role meat plays in the diet for many people, beyond nutritional needs. The authors stress that if healthy, sustainable dietary habits are to be achieved, attention to cultural, social and personal values and beliefs around eating meat must be addressed.