Delfs, Johan

Eriksen, Nanna Astrup

Grandjean, Jonas Wandall

Rasmussen, Andreas Lynderup

This paper examines the consumption of meat and how to reduce it. The background for this is the numerous sources suggesting that global diets need to shift away from meat, if the growing world population is to be fed with healthy diets while not overstepping the most critical planetary boundaries.The paper is based on two separate analyses supporting each other. The first part is an analysis of the role of meat in food practices based on 16 qualitative interviews with consumers in their 20’s and 30’s. Using a practice theoretical perspective we attempt to explain the barriers for reducing meat consumption across individual everyday actions. The analysis finds that while there are many smaller barriers for reducing meat consumption, the main issues are a lack of understanding of the scale of the environmental issues which meat consumption contributes to, as well as a lack of skills to plan and prepare meat-free meals.On the basis of the first analysis, the second analysis attempts to clarify the needs for designs which can help consumers reduce their meat consumption. This analysis is based on two identical workshops where the participants were asked to think of solutions that could help them find inspiration for meat-free meals, as well as communicate knowledge about the environmental impact of meat in a way that would be useful in their everyday life. The outcome from this analysis is a large variation in suggested initiatives, but the most consistent suggestions were initiatives in supermarkets and campaigns in the public space. While such campaigns have been attempted before, the participants suggest that criterias about extreme simplicity, an appealing visual language and a continuous renewal of the campaigns could make a difference. Inside supermarkets it is suggested to communicate knowledge about product carbon footprints with a number and visual indication next to the price tag. At the same time, supermarkets should provide inspiration for meat-free meals by having a better selection of fresh vegetables and small, simple recipe cards next to vegetables and by the entrance

"What do I do with 100 grams of chickpeas?": Co-creation of initiatives to reduce meat consumption in food practices

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Roskilde Universitet