To keep global heating below 2°C, the world’s appetite for meat must change. This will mean reducing meat consumption in most developed countries and limiting the increase in developing countries. But how do you convince people to break the habit of a lifetime?
Bibliographical noteAlex Johnstone receives funding from the Medical Research Council, The University of Aberdeen, The Scottish Government, Biological Sciences Research Council, Economic and Social Research Council, Engineering and Physical Sciences Research Council, National Health Service Endowments award, Tennovus Charity, Chief Scientist Office and European Community.
David McBey does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
- Behavioural psychology
- Meat eaters
- Plant-based proteins