Perceptions of the Benefits and Barriers to Vegetarian Diets and the Environmental Impact of Meat-Eating

This pre-registered study investigated beliefs about climate change, the impact of meat consumption on the environment, and willingness to reduce meat intake in a large community sample of Australian social media users (N = 740). It also conceptually replicates Lea and Worsley’s (2003) study on Australians’ perceptions of the benefits and barriers to a vegetarian diet. Although most participants indicated a belief in climate change, only half agreed that agriculture and animal husbandry are a leading cause of climate change. Participants believed reducing and eliminating meat intake to be some of the least effective actions against climate change, contributing to a low willingness to change meat intake. Compared with Leah and Worsley, a significantly greater proportion of participants agreed with most of the benefits (11 of 15) and barriers (12 of 14) to vegetarianism. Both perceived benefits and barriers to vegetarianism significantly predicted participant meat consumption (red meat, poultry, and seafood). Overall, results indicate an increase in the number of people who are aware that meat-eating has environmental impacts, although they believe its impact to be significantly less than other pro-environmental behaviours (e.g., using public transport, recycling things more, and using more energy from renewable sources).