Towards an Integrated Tailored Food Policy: Consumer-level Mitigation Using a Hybrid Analysis of Meat Choice and Behavioural Change, 2015

The meat industry has been a significant contributor to greenhouse gases and a main cause of climate change. Dietary changes could play an important role in climate change mitigation policies. Existing practical measures were not targeted and tailored to the consumers. This project contended that we could no longer afford to use reactive stand-alone approaches. Consumers were important here and their individual food choices and habitual dietary changes had a high impact on reducing CO2 emissions. Despite this very little research were available on consumer-level mitigation. How could consumers change if they did not know what to change, how to change and what support were available for their change or what difference they were making with their change on CO2 emissions? This project was an attempt at covering the gaps of knowledge in this area.