Purpose The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design/methodology/approach An exploratory Australian survey of Sydney consumer red meat choices is used covering dietary preferences, meat eating patterns, reasons and levels of concern for economic and environmental issues. Analysis of dietary guidelines and marketing campaigns in relation to the survey findings is conducted. Findings The survey highlights: lack of awareness about the link between meat consumption and environmental well-being; widespread inaccuracy of health messages related to meat consumption; influence of the meat industry in promoting excessive meat consumption; pervasiveness of the link between red meat consumption and national identity, social status, prestige and masculinity; and urgent need for government-supported social marketing interventions and the demarketing of meat. Originality/value This is the first study to propose social marketing based on the health and environmental co-benefits of reduced red meat consumption.

No abstract

It is morally impossible to justify the power wielded by the livestock industry. This paper describes the human, ecological and animal welfare concerns caused by excessive meat production and consumption including climate change, water depletion and degradation, land misappropriation and degradation, rainforest destruction, biodiversity & rapid species loss and the significant threats and challenges presented to human health and wellbeing. It offers flexitarianism (flexible or part-time vegetarianism) as a personal opportunity and moral responsibility to combat the destructive duplicity of the global livestock megamachine. Through a personal nutritional paradigm shift and resulting food choices individuals can reclaim the possibility of a more sustainable world and global society.

No abstract

Many think that eating meat is nutritionally necessary and beneficial. Industrialising livestock production provides meat that is often “cheaper” than fruit and vegetables. In reality, this has come at a cost for human, animal and ecological welfare. Western mainstream meat consumption is a leading cause of increasing ill-health, diabetes, cancers, non-communicable and chronic diseases, malnourishment, obesity, antibiotic resistance, spread of infectious diseases, hunger and possible global epidemics as well as climate change, biodiversity loss, water and land degradation. Rather than stop this, vested interests continue to promote meat consumption. If people are deliberately misinformed or have no access to reliable information, what chance do they have to make the right food choices? This paper outlines flexitarianism (flexible vegetarianism) as a personal user-driven opportunity to combat the geopolitical and industrial duplicity about meat. Consumers should have enough information about the implications of their nutritional choices. In addition to health benefits, flexitarianism can help mitigate climate change, environmental and social destruction and reduce animal suffering. The proposed information policy interventions are assessed against their impact on key stakeholders and overall value for public health and environmental wellbeing. They offer an opportunity to reclaim personal health and improve the health of the planet.