Pursuing a low meat diet to improve both health and sustainability: How can we use the frames that shape our meals?
In this paper, the authors conducted a review of numerous studies to examine the content, advantages and limitations of a frame-based approach to assist consumers in reducing their intake of conventional meat (e.g. eating less meat or different meat, such as organic or certified for animal welfare or environmental impact). Particularly, they want to evaluate whether behaviour can be shifted by creating new frames and to identify frames that can bridge a transition by highlighting ‘push’ factors away from routine meat eating, or ‘pull’ factors towards encouraging the consumption of alternatives.