A tax on meat could help address the climate impact and animal welfare issues associated with the production of meat. Through a referendum choice experiment with more than 2,800 German citizens, we elicited support for a tax on meat by varying the following tax attributes: level and differentiation thereof, justification and salience of behavioural effects. Only at the lowest tax level tested do all tax variants receive support from most voters. Support is generally stronger if the tax is justified by animal welfare rather than climate change mitigation. Differentiated taxes that link the tax rate to the harmfulness of the product do not receive higher support than a uniform tax; this indifference is not driven by a failure to anticipate the differential impacts on consumption. While the introduction of meat taxation remains politically challenging, our results underscore the need for policymakers to clearly communicate underlying reasons for the tax and its intended behavioural effect.