Reasons to be cheerful
Consumer attitudes are shifting away from meat. The number of people reducing their meat intake for environmental reasons is historically low but rising. Research suggests that the main motivations for most vegans and vegetarians are animals or health with the environment considered an additional reason.
Among meat-reducers or ‘flexitarians’ not motivated by animal welfare or health, environmental concerns appear to be gaining traction. The authors suggest the media, public health educators, nutritionists, policy makers and the food industry consider using environmental reasons to promote healthy and sustainable diets.
Sanchez-Sabate R and Sabaté J2. 2019. Consumer Attitudes Towards Environmental Concerns of Meat Consumption: A Systematic Review. International Journal of Environmental Research and Public Health. 16 (7).
About the author
Dr. Justine Butler
Justine joined Viva! in 2005 after graduating from Bristol University with a PhD in molecular biology. After working as a campaigner, then researcher and writer, she is now Viva!’s head of research and her work focuses on animals, the environment and health. Justine’s scientific training helps her research and write both in-depth scientific reports, such as White Lies and the Meat Report, as well as easy-to-read factsheets and myth-busting articles for consumer magazines and updates on the latest research. Justine also recently wrote the Vegan for the Planet guide for Viva!’s Vegan Now campaign.
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