Factors Affecting Meat Consumption of Social Groups and Classes

Thea, Wiesli

Overconsumption of meat causes substantial environmental, climate, and justice challenges. According to the Intergovernmental Panel on Climate Change and the United Nations, a minimum 50% reduction in global red meat consumption will be necessary to establish a sustainable, healthy, and equitable global food system. Reducing average meat consumption is particularly required in high-income countries, where inhabitants consume two-and-a-half times more than inhabitants of low-income countries.

However, daily habits like diets are part of a lifestyle shaped by a complex interplay of social, cultural, and economic factors. For example, Pierre Bourdieu already showed in the 1960s and 1970s that social classes differ in their preferences for food and how and situations they prepare food and eat based on their life circumstances. Current research confirms that diet preferences and conditions are distinguished between socioeconomic groups and social classes. Meat particularly has a social significance, symbolising affiliation or distinction from other social groups.

Nevertheless, very little is known about the factors influencing the meat consumption of different social groups and classes. Science and policy actors must understand the factors affecting their diet decisions to effectively and specifically support different social groups and classes in reducing unsustainable meat consumption.

The research I aim to present at the ISA 2025 identifies these factors influencing meat consumption among various socio-economic groups and social classes in high-income countries and develops support strategies. I will present the first results of a representative factorial survey from Austria, England, and Finland, which I analysed using a multi-level analysis to test influencing factors. The results provide novel and urgently needed knowledge into consumer behaviour for science, practice and policy to support consumers by informing actions for sustainable and just food transformation in the Anthropocene.