Despite growing awareness of climate impacts from meat production, a Rutgers-led study reveals that health and price are the primary factors influencing meat consumption choices for most Americans, rather than environmental sustainability.
Despite growing awareness of the climate impacts of meat production, a new study led byRutgers University shows that health and price concerns heavily outweigh sustainability in Americans’ meat consumption choices. Published in the journal Appetite, the study surveyed over 1,200 U.S. adults to explore their meat and seafood consumption patterns and motivations.
The researchers discovered that while many Americans are cutting back on red meat, their primary reasons are health and cost rather than environmental considerations.
“There’s a disconnect between the mounting evidence on meat’s environmental footprint and what’s actually driving consumer behavior,” lead author Shauna Downs, an associate professor in the Department of Health Behavior, Society and Policy at Rutgers School of Public Health, said in a news release. “Our findings suggest that messaging focused solely on sustainability may not resonate with most U.S. consumers regarding meat choices.”
Key findings from the study include:
- 78% of participants reported consuming red meat 1-4 times per week, while 14% consumed it five or more times weekly.
- Almost 70% said they had reduced red meat consumption over the past year, mainly citing health (64%) and price (32%) as reasons.
- Only 6% of those reducing red meat mentioned 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 study also highlighted demographic differences in meat consumption patterns and motivations. Older respondents (ages 65 and above) were more likely to cut down on red meat compared to younger adults. Black respondents placed greater importance on factors such as price, health and sustainability in their meat purchasing decisions compared to other racial and ethnic groups. Additionally, women were more likely than men to consider environmental sustainability and health when making meat purchasing decisions.
“These findings can help inform more effective interventions and messaging campaigns to shift diets in a more sustainable direction,” Downs added. “Focusing on health benefits and affordability, rather than environmental impacts alone, is more likely to motivate changes in meat consumption for most Americans.”
The study’s findings are especially pertinent as climate scientists increasingly point to the reduction of meat consumption, particularly beef and lamb, as a crucial strategy for mitigating climate change. Nevertheless, shifting meat-eating habits in the United States encounters significant cultural and political challenges, including strong lobbying from the meat industry.
“There are clearly some barriers to overcome in terms of making sustainability a priority for consumers,” co-author Emily V. Merchant, an assistant professor in the Department of Urban-Global Public Health at Rutgers School of Public Health, said in the news release. “Creative, multifaceted approaches that also emphasize health, taste and affordability may be needed to shift eating patterns in a meaningful way.”
The researchers suggest future studies should investigate how to effectively blend different motivators in public messaging and interventions related to meat consumption. They also call for more research on how to make minimally-processed plant-based alternatives more appealing to meat eaters.
“Small shifts in diet across a population can add up to significant environmental benefits,” Downs added. “Finding ways to make those shifts that resonate with consumers’ existing priorities around food choice will be key. This needs to happen alongside policies aimed at changing the environments in which we make those food choices. For example, including sustainability considerations in public procurement policies or making tasty plant-based meals more available and affordable.”