Reduced beef consumption among different organic consumer groups – drivers and substitution patterns

In the present study, we investigated consumer behaviour in connection with a transition to a more climate friendly diet. In particular, we focussed on consumers’ interest in reducing beef consumption, identified important drivers of reduced beef consumption and examined which types of food that are likely to replace beef. Moreover, we identified to what extend Loyal organic consumers, who belong to the fifth of the responders with the highest organic consumption, differ from Other consumers. The study is based on analysis of data from an online survey in 2021 among 1000 Danish consumers. The results show that the vast majority of the respondents in the survey were aware that their actions affect the climate, but they did not necessarily associate their carbon footprint with food consumption. Overall, almost half of the surveyed consumers wanted to reduce their consumption of beef, mainly consumers belonging to the Loyal organic segment. The reductions in beef consumption across both consumer groups were driven by concerns about the climate, own health and animal welfare. The favourite replacement for beef was chicken followed by vegetables and fish. The results also show that at least half of the respondents did not intend to reduce their beef consumption. Hence, if a significant reduction in beef consumption is a societal goal, then we need to implement initiatives that are targeted towards increasing consumer awareness of the climate impact of their food choices and that make it easier – and cheaper – to choose a more climate friendly diet.