PUT YOUR MONEY WHERE YOUR MOUTH IS? A qualitative study investigating attitudes toward policy aimed at reducing meat consumption, especially a meat tax

Abstract: In order to curb negative externalities from meat production and meat consumption policy measures have been investigated and were elaborated on by the Swedish board of agriculture in 2013. Due to subsequent inaction despite increasing awareness of serious consequences for animal welfare, the environment and for human well-being caused by the meat industry, this thesis aims to investigate the grounds for political hesitancy. Assumed lack of popular support being the main suspect for political inaction structured/semi-structured interviews have been performed with persons described as conscious and concerned carnivores for a deeper understanding of possible correlations between on the one hand beliefs, attitudes and behaviors in regards to meat production and meat consumption, and on the other hand attitudes toward policy aimed at reducing meat consumption, especially a meat tax. While numerical generalizations cannot be made from the small and critical sample interviewed, the finding of support for a meat tax from all respondents implies a reason for further research to be performed in order to expand the mapping of people’s attitudes within this policy area, and for a greater understanding of the cognitive-behavioral mechanisms that may influence their attitudes.