New research from Svenska Handelshögskolan finds moral arguments may hinder meat reduction efforts

New findings from Svenska handelshögskolan (Hanken School of Economics) suggest that current campaigns promoting reduced meat consumption could be less effective, or even counterproductive, depending on how they frame their messages. Research conducted by doctoral candidate Steven Schoenmaker reveals that emphasizing environmental or animal welfare arguments may alienate certain groups of consumers rather than encourage them to change their behavior.

Schoenmaker’s research, carried out in collaboration with professors Jaakko Aspara and Per Kristensson, investigates the relationship between consumers’ moral values and their willingness to reduce meat consumption. The study forms part of Schoenmaker’s broader doctoral dissertation examining (un)sustainable consumer behavior in areas such as food consumption, grocery retailing, and travel.

“According to our study, individuals who endorse liberal values, such as caring for others, justice, and equality, are more motivated to reduce their meat consumption for health, environmental, and animal welfare reasons,” Schoenmaker explained. “However, despite being motivated, these consumers have not actually reduced their meat consumption.”

In contrast, the study found that individuals who align with conservative moral values, such as loyalty to family or nation and respect for authority, not only show little motivation to cut back on meat for environmental or animal welfare reasons but also actively oppose such efforts. This opposition highlights a key challenge for organizations seeking to promote plant-based diets.

“This is an important finding since current campaigns to reduce meat consumption often emphasize environmental impact and animal welfare, which may not resonate with consumers who hold conservative moral views,” Schoenmaker said.

Rather than persisting with messages that may trigger resistance, Schoenmaker suggests that alternative approaches could be more successful. Specifically, he recommends that campaigns highlight the health benefits of reduced meat consumption or frame the issue in terms of protecting a nation’s natural heritage, such as the degradation of land and water through pollution.

By aligning the messaging with the moral priorities of different consumer groups, the research indicates that campaigns could engage a broader segment of the population and potentially drive more meaningful shifts in dietary habits. Tailoring messages in this way recognizes that sustainability arguments are not universally persuasive and that different audiences respond to different motivations.

The need to transition toward more sustainable dietary patterns by replacing animal products with plant-based alternatives is widely recognized by researchers and policymakers. However, successfully encouraging behavioral change at the consumer level has proven challenging. Schoenmaker’s findings suggest that a more nuanced understanding of consumer values could help bridge the gap between motivation and action.

The broader dissertation, titled Essays on (Un)sustainable Consumer Behavior: The Context of Grocery Retailing, Food Consumption and Travel, extends beyond food choices to explore consumer behavior across several sectors, including grocery retail and the airline industry. It highlights the complexity of influencing sustainable behaviors in different contexts and stresses the importance of strategic communication that accounts for underlying moral frameworks.

Schoenmaker’s research comes at a time when dietary patterns are increasingly under scrutiny for their environmental impacts, and when many campaigns focus heavily on climate change and animal rights arguments. His findings offer a fresh perspective on why those efforts may be less effective among certain demographics, and how public health and national pride narratives could present alternative paths forward.

The dissertation is publicly available through Svenska handelshögskolan for those interested in deeper insights into the factors shaping sustainable and unsustainable consumer choices across various industries.