The shift towards a more sustainable diet necessitates less reliance on foods of animal origin. This study presents data from a representative survey of Dutch consumers on their practices related to meat, meat substitution and meat reduction. The practices reflected a cultural gradient of meat substitution options running from other products of animal origin and conventional meat free meals to real vegetarian meals. To investigate feasible substitution options, a variety of meals without meat were presented using photos, which were rated by the participants in terms of attractiveness and chances that they would prepare a similar meal at home. The results demonstrated the influence of meal formats, product familiarity, cooking skills, preferences for plant-based foods and motivational orientations towards food. In particular, a lack of familiarity and skill hampered the preparation of real vegetarian meals. Based on the findings we propose a diversified understanding of meat substitution and we specify four policy-relevant pathways for a transition towards a more plant-based diet, including an incremental change towards more health-conscious vegetarian meals, a pathway that utilizes the trend towards convenience, a pathway of reduced portion size, and practice-oriented change towards vegetarian meals.
The achievement of sustainability and health objectives in Western countries requires a transition to a less meat-based diet. This article investigates whether the alleged link between meat consumption and particular framings of masculinity, which emphasize that 'real men' eat meat, may stand in the way of achieving these objectives. From a theoretical perspective, it was assumed that the meat-masculinity link is not invariant but dependent on the cultural context, including ethnicity. In order to examine the link in different contexts, we analyzed whether meat-related gender differences varied across ethnic groups, using samples of young second generation Chinese Dutch, Turkish Dutch and native Dutch adults (aged 18-35) in the Netherlands. The Turkish group was the most traditional; it showed the largest gender differences and the strongest meat-masculinity link. In contrast, the native group showed the smallest gender differences and the weakest meat-masculinity link. The findings suggest that the combination of traditional framings of masculinity and the Western type of food environment where meat is abundant and cheap is bound to seriously hamper a transition to a less meat-based diet. In contrast, less traditional framings of masculinity seem to contribute to more healthy food preferences with respect to meat. It was concluded that cultural factors related to gender and ethnic diversity can play harmful and beneficial roles for achieving sustainability and health objectives.
This paper addresses the relationship between meat eating and climate change focusing on motivational explanations of environmentally-relevant consumer behavior. Based on a sample of 1,083 Dutch consumers, it examines their responses to the idea that they can make a big difference to nature and climate protection by choosing one or more meals without meat every week. This idea can be seen as a new opportunity to help mitigation, but also as a counterproductive message that might trigger negative responses among consumers who are skeptical about climate change. As hypothesized, the meat-free meal idea was received more positively by consumers who valued care for nature and more negatively by those who did not value it. Also as hypothesized, the meat-free meal idea was received more negatively by consumers who were skeptical about the seriousness of climate change. The idea was not received more positively by those who did take it seriously. The results support the notion that the meat-free meal idea may serve as a counterproductive message. From the perspective of motivation, it is preferable not to isolate the meat-climate issue but to develop an approach that combines multiple values regarding food choices, including health and nature-related values.
Highlights Presents consumers' view on the links between agriculture and climate change. Consumers were asked about meat eating, valuing nature and climate change. Valuing care for nature was associated with being low on meat consumption. Skepticism about climate change was not conducive to a change in meat eating. It might be better to combine the meat-free meal idea with multiple values.
3Climate change and meat eating: An inconvenient couple?
Motivational differences in food orientation and the choice of snacks made from lentils, locusts, seaweed or "hybrid" meat
AbstractThe recently developed Food Choice Motives (FCM) questionnaire was used in a survey among a sample from the general population in the Netherlands (n = 1083) to examine the relationship between motivational differences in food orientation and the choice of snacks made from environmentally-friendly proteins (i.e. lentils, locusts, seaweed or "hybrid" meat). The results show that there is room for a change to a diet with more environmentally friendly proteins, with the exception of insects. As hypothesized, there were important differences between consumers depending on the level and direction of involvement with food. The study identified potential "trendsetters" who appreciated authentic sources of proteins, such as lentils and seaweed, but who were less likely to choose a product that is not pure but hybrid. A hybrid meat product may be acceptable to lowly involved consumers but they will not actively search for more environmentally friendly proteins.
HighlightsOur study measured taste-oriented and reflection-oriented food choice motives.It focused on choices of snacks made from environmentally-friendly proteins.The study identified trendsetters who like authentic sources of proteins.A hybrid meat product may be acceptable to lowly involved consumers.
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