Eating like there's no tomorrow: Public awareness of the environmental impact of food and reluctance to eat less meat as part of a sustainable diet
This paper looks at public awareness of the environmental impacts of meat and attitudes to reducing meat consumption. The study, carried out in Scotland, was based on focus group discussions and individual interviews and tried to understand the cultural and social values associated with eating meat. It found a lack of awareness of the association between meat consumption and climate change, and suggested that individual dietary change will be difficult to achieve without addressing these values and beliefs.