Meatshaming, a practice where food items are labeled with messages such as “An animal died for this piece of meat!” in an effort to reduce meat consumption, has been studied for its effectiveness. Researchers at the Technical University of Delft conducted a study with over 1,000 participants to determine if Meatshaming could reduce meat consumption. During a simulated online shopping experience, participants were shown a chicken breast with either abstract messages about the negative consequences of meat consumption, or direct messages addressing the consumer. The labels also included sources such as the United Nations, Greenpeace, and private environmental initiatives. Participants were asked to express their emotions and likelihood of purchasing the product, as well as their willingness to consider vegetarian options in the future. The labels had the desired effect, with participants feeling guiltier and more ashamed, and expressing a greater willingness to reduce their meat consumption and try plant-based alternatives.
A study by the Otto-Friedrich University of Bamberg had previously shown that information campaigns about the environmental impact of meat consumption can actually lead to a psychological reaction in which people consume more meat. This “reactance” effect can be counterproductive to efforts to reduce meat consumption. The Delft study suggests that Meatshaming may be a more effective approach, particularly when messages focus on animal welfare rather than health benefits. The study also found that the source of the message had little impact on its effectiveness, with both private environmental groups and well-known organizations such as Greenpeace and the United Nations being perceived as equally credible.
The study’s findings suggest that Meatshaming could be a useful tool in efforts to reduce meat consumption and promote plant-based alternatives. However, it is important to note that the study was conducted in a simulated online shopping environment, and further research is needed to determine the effectiveness of Meatshaming in real-world settings. Nevertheless, the study provides valuable insights into the potential of Meatshaming as a strategy for promoting more sustainable and ethical food choices.
