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The motivations and strategies for meat reduction at different stages of the family lifecycle

Title
The motivations and strategies for meat reduction at different stages of the family lifecycle: FRIED/EUBS joint seminar
Speaker(s)
Speaker: Dr Joya Kemper # The University of Auckland; Introduced by: Professor Mary Brennan # The University of Edinburgh
Hosted by
Introduced by
Date and Time
5th Feb 2020 15:30 - 5th Feb 2020 17:00
Location
Lecture Theatre 1A, The Business Schoool, 29 Buccleuch Pl, Edinburgh EH8 9JS
URL
http://www.sps.ed.ac.uk/research/research_centres/cross_school_research_clusters/food_researchers_in_edinburgh_fried/seminars_and_public_events/2019_2020/the_motivations_and_strategies_for_meat_reduction_at_different_stages_of_the_family_lifecycle

The consumption of animal products, especially meat, contributes heavily to climate change. Despite an increased number of individuals reducing their meat consumption, little research has explored flexitarianism. The objective of this study was to explore the motivations, barriers, and strategies for reduced meat consumption. The qualitative study, utilizing six focus groups in New Zealand, explores the cognitive, affective, and cultural components of meat reduction through the examination of the different stages of the family lifecycle.

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