Americans Are Cutting Back on Red Meat, But Sustainability Isn’t the Reason
A new study by Rutgers University reveals that most Americans don’t prioritize environmental sustainability when reducing their red meat intake.
Despite rising awareness of meat’s environmental impact, over 1,200 U.S. adults surveyed showed other motivators—mainly health and cost—drive their dietary decisions.
Health and Cost, Not Environment, Drive Reductions in Meat Consumption
The study highlights a shift in meat-eating habits, with nearly 70% of participants reporting they have reduced red meat intake over the past year. But why? Health topped the list at 64%, followed by cost at 32%. Only 6% cited environmental concerns as a motivating factor.
Professor Shauna Downs, the lead researcher, commented, “There’s a gap between knowing meat impacts the environment and what actually influences people’s choices.”
According to Downs, sustainability-focused messages alone may not resonate with most U.S. consumers. Instead, practical concerns like health and affordability are more likely to inspire dietary changes.
Insights by Age, Gender, and Demographics
The study also noted demographic differences. Older adults showed a higher tendency to reduce red meat, and women considered health and sustainability more frequently than men.
Additionally, Black respondents placed a stronger emphasis on price, health, and sustainability compared to other groups, indicating that tailored messaging may be needed to encourage broader shifts in meat consumption.
Rutgers co-author Emily V. Merchant added, “There are hurdles to making sustainability a priority for consumers. Approaches that also highlight health, taste, and affordability may help shift eating habits.”
The Path Forward: Combining Motivators
While sustainability alone may not drive change, researchers suggest combining environmental messages with health and affordability to appeal to a wider audience.
Downs emphasized that even small changes in the average American diet could have significant environmental benefits.
“Small dietary changes across a population can add up to major environmental benefits,” she said, urging policies that align sustainability with consumer priorities.
In an industry influenced by strong meat lobby groups, these findings underscore the complexity of encouraging sustainable eating habits.
Curious about the factors driving reduced red meat consumption in the U.S.? Visit our homepage for insights into health, cost, and sustainability trends.
