“…the inefficient conversion of plant protein into meat protein, the impacts of fertilizer use and of methane produced by livestock (Aiking, 2014;Westhoek et al, 2014)). The low awareness of the option's effectiveness can also be explained by the fact that policy-makers in government, industry, and even environmental NGOs are often reluctant to inform consumers on this option, although the degree of and the reasons for this reluctance may vary between countries and organizations (Laestadius, Neff, Barry, & Frattaroli, 2014;Markham & van Koppen, 2014;Reynolds, Buckley, Weinstein, & Boland, 2014). Hence, recognizing the significance and effectiveness of the less meat option is not just a challenge for consumers but an important one for other stakeholders as well.…”