The role of cultural values in the effectiveness of environmental NGO campaigns on sustainable meat consumption

Abstract

Food production, particularly meat consumption, poses severe environmental challenges, including greenhouse gas emissions, deforestation, water depletion, and nutrient runoff. Despite the urgency of reducing meat consumption, traditional norms and cultural values reinforce its centrality in Western diets, limiting the effectiveness of environmental campaigns. This study examines the underexplored role of individual cultural values in shaping responses to environmental NGO campaigns promoting sustainable meat consumption. Analyzing data from 514 respondents across five European countries with diverse national cultures, the research highlights the significant influence of three cultural values: power distance, masculinity, and uncertainty avoidance. These values were found to diminish the effectiveness of campaigns emphasizing environmental degradation and animal welfare. The findings contribute to the literature on sustainable food behaviors by underscoring the unique cultural dynamics involved in meat consumption at the individual level. Practical recommendations are offered to NGOs, policymakers, and managers for tailoring campaigns to address cultural nuances and drive sustainable dietary transitions.

Keywords: Cultural values; Meat consumption; NGO campaigns; National culture.