How does a concern for climate change shape meat consumption behavior? A qualitative inquiry

Meat industry has a huge negative impact to the environment. As reducing the consumption of meat is seen as one of the ways to reduce the climate change, international and local institutions call for changes in humans’ diets with less animals-based products. The purpose of this study is to analyze and get knowledge about people’s eating habits and what are the factors that play a key role when choosing meat and non-meat products. Considering the negative impact of this industry to the climate, the paper is looking to what extend climate change shapes people’s attitude towards meat and what would motivate the society to consume less meat. The findings of this study show that society lacks knowledge about the analyzed topic as many are not aware of meat industry’s negative impact to the environment. Giving more attention on the media could increase the society’s awareness and boost the popularity of diets that include less animals-based products. Non-meat alternatives also play an important role in meat reduction process. As findings show, consumers often find it difficult to find enough variety of non-meat alternatives in the food-stores, restaurants and canteens. It is also seen that prices of meat alternatives are just as high or even higher than the real meat, so consumers often choose the cheaper option. It is seen that many factors should be examined and understood, in order to achieve reduced consumption of meat. It is necessary to look at the analysed phenomena throw the wider perspective; thus, the importance and role of habits as well as cultural differences are analysed in this study.