Moving towards a greener plate: How traditional and behavioural economic interventions can decrease meat consumption
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2023-07-14
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en
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To meet the global climate change targets, individual behaviour has to change towards reducing meat consumption. This thesis aimed to determine which economic measures, both traditional and behavioural, are effective in steering this behaviour into the desired direction. This was researched via an online experiment in which participants were asked to choose for a hypothetical meal with or without meat. The participants were shown four different menus: one menu without alterations, one menu with eco-labels attached to the meals, one menu with increased prices of the meal containing meat, and one default menu which was standard vegetarian. Results show all three interventions to be effective in decreasing meat consumption with the default menu being most effective. This thesis therefore suggests to include both traditional and behavioural economic measures in policy design.
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Faculteit der Managementwetenschappen