“But Avocados Are Bad”: Study Examines Excuses and Justifications Consumers Use to Avoid Cutting Out Meat
A study conducted by scientists at the University of Copenhagen has examined the “excuses and justifications” used by participants to legitimise their reluctance to reduce their meat consumption. While all participants agreed that eating less meat was important for the climate, many quickly began deploying various excuses to explain why they could not do so. Some labelled vegans as extremists, or said their partner insisted on eating meat. Others used inaccurate arguments, insisting that they had a biological need for meat or that meatless meals are less filling. Some even cast doubt on whether the climate footprint of meat is as large as it is claimed to be, despite an abundance of evidence. Derailing the conversation Many participants also attempted to shift the focus away …