Big and small steps. A mixed-methods investigation of meat reduction among different groups of consumers in Denmark

Abstract This article examines the extent to which consumers are willing to make dietary changes due to climate concerns and whether there are differences among groups of consumers . We focus on different groups of organic consumers in Denmark, some of whom are expected to be front-runners in the green transition in terms of diet. The study uses a mixed-methods design and combines a representative quantitative survey and qualitative focus groups. The results show that the status of meat consumption as ‘normality’ poses a major problem for the green transition because many consumers view meat reduction and replacement as big steps to take. Our quantitative results show that the group of consumers with the highest share of organic food intake stand out; they are more concerned about the climate impact of the food they purchase (62% are concerned, compared to 35% of all consumers on average). They also state a higher willingness to reduce their meat consumption and to make many dietary changes compared to consumers with lower shares of organic food purchases (27% compared to 13% of all consumers on average). However, as the qualitative findings show, even consumers in this group found that reducing meat consumption is a big step compared to the current norm. The combined mixed methods results suggest that also socio-economic background factors (gender, age, education, region) are reflected in willingness to change practices.