Professor of Behavioural Science Ivo Vlaev, Warwick Business School, University of Warwick, said: “The UN report highlighting the potential benefits of reducing meat consumption and supporting alternative proteins offers an interesting intersection of environmental, health, and behavioural science issues. From a behavioural science perspective, several key points emerge.

“Shifting public dietary habits, especially in affluent countries where meat consumption is high, is a complex challenge. People's food choices are deeply ingrained and influenced by cultural, social, and personal factors. Interventions to change these behaviours must account for these influences, potentially employing strategies like social norming (highlighting the growing popularity of plant-based diets), framing (emphasizing the personal health benefits of reduced meat consumption), and facilitating ease of access to alternative protein sources.

“There is often resistance to changing dietary habits, particularly when it involves reducing the consumption of favoured foods like meat. Overcoming this barrier may require strategies that focus on gradual change, such as introducing 'meatless Mondays', rather than advocating for an immediate and complete shift to vegetarian or vegan diets.

“The report suggests government support for the alternative meat sector. Behavioural economics suggests that incentives (like subsidies for plant-based products) and disincentives (like higher taxes on high-emission meat products) can be effective in altering consumer behaviour. However, these need to be carefully designed to avoid unintended consequences, such as economic hardship for lower-income groups.

“Dietary changes must consider cultural sensitivities and traditions. What works in one region or culture may not be effective or acceptable in another. Tailored approaches that respect cultural dietary preferences and provide appealing local alternatives to meat are crucial.”