Appetite
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Global environmental challenges require changes in both the production and the consumption of goods. In this paper we analyse how consumers perceive the high environmental burden of meat. We analysed consumer environmental consciousness, including problem awareness and a support to action dimensions, latter including perceived self-efficacy as well as solutions to problems. ⋯ We also identified six consumer groups that reveal not only a high number of Highly unsure consumers (40%), but also some Rather conscious (20%) and a relatively small number of Highly conscious (8%). In addition, there were also easily observable groups of Careless conscious (14%), Rather unsure (9%) and Resistant (8%). The results highlight the need for a multitude of political actions to guide meat consumption, as there are groups that may benefit from practical tools for making dietary changes as well as groups in need for more comprehensive selection of measures, including environmental information.