Bringing the climate change conversation to the table: Reducing meat consumption as a climate change mitigation tool

Abstract

Animal agriculture is responsible for approximately 15% of global greenhouse gas emissions (FAO, 2014). Reducing meat consumption is therefore one climate change mitigation strategy that individuals could use to reduce their carbon footprints. To date, however, this strategy has been unpopular, and levels of global meat consumption continue to increase. This thesis investigates the ‘value-action gap’ that exists whereby individuals care about climate change, but are not reducing their meat consumption. I use a web-based questionnaire and a follow-up focus group to explore the factors that deter students in the University of Auckland’s School of Environment from reducing their meat intake, and explore ways in which people could be encouraged to eat less meat. Using a social practice theory framework, I argue that a complex web of ‘competences’, ‘meanings’ and ‘materials’ are currently interacting to entrench meat consumption as a social norm. In this environment, individuals are discouraged from reducing their meat consumption predominantly because it is inconvenient, unappealing, and often results in stigmatisation and judgement from others. The social norms surrounding meat consumption are gendered, with men facing more pressure to consume meat. Systemic changes will likely be needed in order to challenge the normativity of meat consumption, and thus encourage greater reductions in meat intake. Material changes such as improving the availability of meat-free meals are likely to be the most effective changes, but these will need to occur alongside other changes in order to create an environment in which eating less meat is more desirable. I therefore argue that social practice theory is a critical framework through which to understand engagement in climate change mitigation, and should be more widely used in studies relating to behaviour change.