New research suggests that current moral arguments to reduce meat consumption may actually backfire

In one study of his doctoral dissertation, Steven Schoenmaker investigated how the consumption of meat is associated with people's moral views and their motivation to reduce meat consumption. This study was carried out in collaboration with professors Jaakko Aspara and Per Kristensson.

Schoenmaker explains: “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. However, despite being motivated, these consumers have not actually reduced their meat consumption.”

In contrast, Schoenmaker found that individuals who endorse conservative values, including loyalty to family or nation as well as the importance of respect for authority, are not simply unmotivated to reduce meat consumption for animal welfare or environmental reasons, but actively oppose it.

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

Instead, he suggests that campaigns could be more effective if they focus on health benefits or highlight the degradation of a nation’s natural heritage caused by the pollution of lands and waters.

By tailoring the message to align with different moral perceptions, campaigns can better engage a broader audience and potentially achieve greater success in promoting sustainable dietary choices.

The full dissertation also covers insights on (un)sustainable consumer behaviour in grocery-retailing and the airline industry, and can be found here: Essays on (Un)sustainable Consumer Behavior: The Context of Grocery Retailing, Food Consumption and Travel.

More information:
Steven Schoenmaker
E-mail: steven.schoenmaker@hanken.fi

Steven Schoenmaker will defend his thesis on the 2nd of May 2025 at 13:00 at Hanken School of Economics, Arkadiankatu 22, Helsinki.
The doctoral defence will be held in hybrid form. Participants can attend on site or via video conference. https://go.hanken.fi/defence-schoenmaker

Opponent: Professor Mikael Fogelholm, University of Helsinki
Custos: Professor Johanna Gummerus, Hanken School of Economics