Health and taste were rated as the most important considerations when purchasing meat, according to researchers at Rutgers
Environmental sustainability is not a major factor influencing meat consumption decisions for most Americans, despite increasing awareness of the climate impacts of red meat production, Rutgers researchers said.
The studypublished in Pullexamined meat and seafood consumption patterns among a nationally representative sample of more than 1,200 U.S. adults. Researchers found that while many Americans report reducing their red meat intake, health concerns and price are the main drivers, not environmental concerns.
“There is a disconnect between the mounting evidence on meat’s environmental footprint and what actually drives consumer behavior,” says Shauna Downsassociate professor in the Department of Health Behavior, Society and Policy at Rutgers School of Public Health and lead author of the study. “Our findings suggest that messages focused solely on sustainability may not resonate with most U.S. consumers when it comes to meat choices.”
Key findings from the study include:
- 78% of participants reported consuming red meat 1 to 4 times per week, while 14% consumed it 5 or more times per week
- Almost 70% indicated that they had reduced their consumption of red meat in the past year, with health (64%) and price (32%) mainly cited as reasons
- Six percent of those who reduced red meat cited environmental sustainability as a factor
- Health (85%) and taste (84%) were rated as the most important considerations when purchasing meat overall
- Environmental sustainability (29%) and animal welfare (28%) were rated as least important
The researchers found some demographic differences in meat consumption patterns and motivations. For example, respondents aged 65 and older were more likely to report reducing red meat intake than younger adults. Black respondents rated factors such as price, health and sustainability as more important in meat purchasing decisions compared to other racial and ethnic groups. Compared to male respondents, female respondents indicated that environmental sustainability and health are important when making meat purchasing decisions.
“These findings could inform more effective interventions and messaging campaigns to shift diets in a more sustainable direction,” Downs said. “Focusing on health benefits and affordability, rather than just environmental impacts, is likely to motivate changes in meat consumption for most Americans.”
Focusing on health benefits and affordability, rather than just environmental impacts, is likely to motivate changes in meat consumption for most Americans.
Shauna Downs
Associate Professor, Department of Health Behavior, Society and Policy, Rutgers School of Public Health
The study comes at a time when climate scientists are increasingly pointing to reducing meat consumption, especially beef and lamb most important strategy to combat climate change. However, efforts to reduce meat intake in the US are facing challenges cultural and political roadblockssuch as the meat industry’s strong lobbying power, where previous attempts to include sustainability considerations in federal dietary guidelines have met with resistance.
“There are clearly some barriers to overcome when it comes to making sustainability a priority for consumers,” he says Emily V. Koopmanassistant professor in the Department of Urban-Global Public Health at Rutgers School of Public Health and co-author of the study. “Creative, multifaceted approaches that also emphasize health, taste and affordability may be needed to meaningfully change eating patterns.”
The researchers said future studies should investigate how different motivators can be effectively combined in public messages and interventions around meat consumption. They also called for more research into how minimally processed plant-based alternatives can be made more attractive to meat eaters.
“Small changes in diet within a population can have significant environmental benefits,” Downs said. “Finding ways to make those shifts that resonate with consumers’ existing priorities around food choice will be critical. This must happen alongside policies aimed at making changes to the environment in which we make those food choices. For example, by including sustainability considerations in government procurement policy or by making tasty plant-based meals more available and affordable.”
The study, conducted in collaboration with researchers from Columbia University’s Climate School, Cornell University and the International Food Policy Research Institute, was funded by the Stavros Niarchos Foundation.