Abstract
Our growing demand for meat and dairy food products is unsustainable. It is hard to imagine that this global issue can be solved solely by more efficient technologies. Lowering our meat consumption seems inescapable. Yet, the question is whether modern consumers can be considered as reliable allies to achieve this shift in meat consumption pattern. Is there not a yawning gap between our responsible intentions as citizens and our hedonic desires as consumers? We will argue that consumers can and should be considered as partners that must be involved in realizing new ways of protein consumption that contribute to a more sustainable world. In particular the large food consumer group of flexitarians offer promising opportunities for transforming our meat consumption patterns. We propose a pragmatic approach that explicitly goes beyond the standard suggestion of persuasion strategies and suggests different routes of change, coined sustainability by stealth, moderate involvement, and cultural change respectively. The recognition of more routes of change to a more plant-based diet implies that the ethical debate on meat should not only associate consumer change with rational persuasion strategies and food citizens that instantiate “strong” sustainable consumption. Such a focus narrows the debate on sustainable protein consumption and easily results in disappointment about consumers’ participation. A more wide-ranging concept of ethical consumption can leave the negative verdict behind that consumers are mainly an obstacle for sustainability and lead to a more optimistic view on modern consumers as allies and agents of change.
Generated Summary
This journal article investigates the potential for reducing meat consumption in modern consumer society to achieve sustainability. The research adopts a qualitative approach, utilizing literature review and analysis of existing studies to examine the challenges and opportunities in shifting consumer behavior away from meat-heavy diets. The study focuses on the Netherlands, analyzing the country’s meat consumption trends, and explores various strategies to encourage sustainable food consumption, specifically considering the role of consumers as allies in this transition. The authors propose a pragmatic approach that goes beyond traditional persuasion strategies, advocating for multiple routes of change, including sustainability by stealth, moderate involvement, and cultural change. The research aims to understand the gap between consumers’ intentions as citizens and their desires as consumers, and to explore how consumers can be active agents in promoting sustainable dietary patterns.
Key Findings & Statistics
- In 2050, the global community faces the challenge of feeding nine billion mouths within the means of the global ecosystem (Godfray et al. 2010; Steinfeld et al. 2006).
- The production and consumption of animal proteins, i.e., meat and dairy food products, are among the most environmentally harmful components of the food package.
- FAO predicts that the production of meat and dairy will have to double to meet the predicted demand of animal proteins in 2050.
- The amount of meat consumption per capita in the Netherlands has more than doubled in the last 50 years: from about 20 kilos in the 1950s to over 43 kilos today.
- The amount of animal proteins consumed by Dutch consumers is more than twice as large compared to the average consumption per capita on a global level (PBL 2010: 35).
- More than a quarter of the Dutch consumer population (26.5%) are “meat lovers.”
- Approximately 70% of the sample of 800 consumers are so-called “meat reducers”.
Other Important Findings
- The authors argue that it is difficult to solve the global issue of unsustainable meat consumption solely through technological advancements; a shift in consumer behavior is also crucial.
- Consumers can and should be considered as partners in realizing new ways of protein consumption that contribute to a more sustainable world.
- The study suggests that consumers’ interest and intensity in lowering their meat consumption vary, highlighting the importance of recognizing different routes of change.
- The authors propose a pragmatic approach that explicitly goes beyond persuasion strategies, suggesting sustainability by stealth, moderate involvement, and cultural change.
- The ethical debate on meat consumption should not only associate consumer change with rational persuasion strategies but also consider various practices of sustainable food consumption.
- Ethical consumption should be interpreted broadly within a framework that identifies several routes of change.
- The study acknowledges that consumer behavior is influenced by various factors, including emotions, perceptions, values, and social norms.
- The concept of the reflexive consumer is introduced, emphasizing the role of human agency in weak sustainable consumption.
- The article highlights that the implementation of a sustainable food policy requires collaboration among modern consumers without neglecting social diversity.
Limitations Noted in the Document
- The study primarily focuses on the Dutch context, which may limit the generalizability of the findings to other regions or countries with different cultural, economic, and social contexts.
- The reliance on existing literature and studies may be limited by the scope and biases of the original research, potentially affecting the breadth of perspectives presented.
- The article does not provide specific empirical data or quantitative analysis; the conclusions are drawn primarily from a review of existing research and theoretical frameworks.
- The study acknowledges that the consumer group of flexitarians is heterogeneous, which means that strategies for encouraging sustainable consumption must address a variety of motives and behaviors, adding complexity to the implementation of these strategies.
- The research does not fully address the challenges associated with the role of food industry, retailers, and government in promoting sustainable consumption, which may limit the scope of the discussion.
Conclusion
The article concludes by emphasizing the need for a more nuanced approach to understanding consumer behavior in relation to meat consumption and sustainability. The authors argue against the view that consumers are merely obstacles to sustainability, advocating instead for a perspective that sees consumers as active agents of change. The study posits that ethical arguments alone are often insufficient to change consumer behavior, suggesting that a pragmatic approach that considers various routes of change is more effective. This involves recognizing the diversity of consumer motivations and the influence of social and cultural contexts. The authors promote the concept of a “reflexive consumer,” who evaluates claims and makes choices based on their own assessment of legitimacy, rather than simply adhering to political or ethical ideologies. They assert that the infrastructure of consumption significantly affects consumer choices, and both the material environment and the socio-cultural context of meat consumption must be considered to promote sustainable food styles. The study also points to the fact that ethical consumption is a part of socially embedded practices and a broad, less politicized view of sustainable consumers. In essence, the shift towards sustainable consumption requires more than just individual actions. It necessitates a comprehensive effort to transform the system that supports our consumption habits. In doing so, this will provide a more sustainable world of food.