Acceptance of meat reduction policies in Switzerland

Abstract

The aim of this study was to analyze the acceptance of different policy measures affecting meat consumption in Switzerland. We conducted qualitative interviews with leading stakeholders and elaborated 37 policy measures for reducing meat consumption. In a standardized survey, we analyzed the acceptance of these measures and important preconditions for their implementation. Measures with potentially the biggest direct leverage, such as a VAT increase on meat products, were highly rejected. We found high levels of acceptance for measures that do not directly affect meat consumption but have the potential for significant changes of meat consumption in the longer run - such as research investment and sustainable diet education. Furthermore, some measures with considerable short-term effects were widely accepted (e.g., stricter animal welfare standards, ban of meat advertisements). These measures could be a promising starting point for policy makers aiming at a transformation of the food system toward lower levels of meat consumption.

Keywords: Consumer research in food market; Food marketing; Global change; Natural resources; Research methodology social sciences; Sustainability aspects of food production.

Graphical abstract

Figure 1

Individual and contextual factors influencing opinion formation and (degree of) acceptance of the SH-organizations; source: own illustration based on Schade and Schlag and Pleger

Figure 2

Acceptance of the 37 meat reduction measures The numbers in the above figure represent the number of individual SHs that rejected the measure (orange), stated “don’t know” (gray), conditionally approved (light blue) or approved (dark blue) the measure. See also Figure S2 and Table S6.

Figure 3

Acceptance by measure and organization type The numbers in the above figure represent the average percentage of SHs of the respective organization type that rejected (orange), stated “don’t know” (gray), conditionally approved (light blue) or approved (dark blue) the measures from the respective measure type. See also Figure S2.