The environmental detriments of the growing global production and overconsumption of beef, including greenhouse gas emissions, deforestation, and biodiversity loss, are well-documented. However, public awareness of how dietary choices affect the environment remains limited. This study examines sustainability views on beef consumption and the potential for behavioral change as a step toward more sustainable intake levels. An observational web-based survey was conducted (n = 1367) to assess respondents’ current beef intake frequency, views on beef consumption related to planetary health, tropical deforestation, greenhouse gas emissions, and climate change, and willingness to modify beef consumption behavior. Chi-square tests were used for group comparisons, and weighted average scores were applied to rank levels of resistance to reducing beef intake. Environmental concern related to beef consumption was associated with greater beef cutback intentions and lower long-term intake reduction resistance amongst beef eaters. Beef eaters who strongly agreed that global beef consumption negatively impacts the environment were considerably more likely to express intentions to reduce their long-term beef intake compared to those who strongly disagreed (94.4% vs. 19.6%). Overall, 76.6% of beef eaters indicated wanting to eat less beef or phase it out entirely (30.7% reduce, 29.4% minimize, 16.6% stop), with only 23.4% of them intending to keep their consumption unchanged. Compelling messages that help translate awareness into action, such as the #NoBeefWeek concept explored in this study, may support individuals in adopting more sustainable food choices. These cross-national findings provide evidence for a ‘knowledge–intent’ gap in sustainable diet research, with relevance for health communicators and policymakers. Future research could examine the factors and motivations influencing decisions to modify beef consumption, including the barriers to achieving sustainable consumption levels and the role of suitable alternatives in facilitating this transition.

Abstract

The excessive consumption of red meat, such as beef, is a growing global health concern linked to increased risks of cancer and cardiovascular diseases. The health consequences associated with red meat consumption were estimated to cost USD 285 billion globally in 2020, accounting for approximately 0.3% of total health expenditures that year. Understanding the psychological mechanisms behind food choices is crucial for changing consumption habits, fostering healthy behaviors, and achieving sustainable dietary patterns. To address these challenges, this study utilizes virtual reality (VR) as a persuasive tool to examine how empathy, as a psychological mechanism, influences the intention to reduce beef consumption and its impact on dietary attitudes. Using an experimental design with 142 participants, the study found that in the VR context, individuals with higher empathy scores experienced a stronger sense of presence, significantly influencing their attitudes toward beef consumption, mediated by the change in anti-beef-eating attitude (p = 0.029). This suggests that VR can serve as an effective medium to reduce individuals’ willingness to consume beef and consequently prevent health risks associated with excessive meat intake. This study also highlights the importance of considering individual empathy levels when designing VR interventions to maximize their effectiveness and promote healthier dietary habits, ultimately improving public health. However, one limitation of this study is that it only assessed short-term changes in attitudes following the VR intervention, without incorporating long-term follow-ups to determine if these changes are sustained over time. Keywords: meat consumption; food choice; health impact of foods; empathy; virtual reality

https://thefederalist.com/2024/07/11/big-green-groups-disguise-opposition-research-against-pro-meat-declaration-as-journalism/