Healthy or Environmentally Friendly? Meat Consumption Practices of Green Consumers in Vietnam and Switzerland

Evelyn Markoni (), Thanh Mai Ha, Franziska Götze, Isabel Häberli, Minh Hai Ngo, Reto Martin Huwiler, Mathilde Delley, Anh Duc Nguyen, Thi Lam Bui, Nhu Thinh Le, Bao Duong Pham and Thomas A. Brunner
Additional contact information
Evelyn Markoni: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland
Thanh Mai Ha: Faculty of Economics and Rural Development, Vietnam National University of Agriculture, Gia Lam District, Hanoi 131000, Vietnam
Franziska Götze: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland
Isabel Häberli: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland
Minh Hai Ngo: Faculty of Economics and Rural Development, Vietnam National University of Agriculture, Gia Lam District, Hanoi 131000, Vietnam
Reto Martin Huwiler: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland
Mathilde Delley: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland
Anh Duc Nguyen: Faculty of Economics and Rural Development, Vietnam National University of Agriculture, Gia Lam District, Hanoi 131000, Vietnam
Thi Lam Bui: Faculty of Accounting and Business Management, Vietnam National University of Agriculture, Gia Lam District, Hanoi 131000, Vietnam
Nhu Thinh Le: Department of Economics and Marketing, Fruit and Vegetable Research Institute, Gia Lam District, Hanoi 131000, Vietnam
Bao Duong Pham: Faculty of Economics and Rural Development, Vietnam National University of Agriculture, Gia Lam District, Hanoi 131000, Vietnam
Thomas A. Brunner: Food Science & Management, School of Agricultural, Forest and Food Sciences (BFH-HAFL), Bern University of Applied Sciences, Länggasse 85, 3052 Zollikofen, Switzerland

Sustainability, 2023, vol. 15, issue 15, 1-21

Abstract: High meat consumption is a phenomenon in both developed countries such as Switzerland and emerging countries such as Vietnam. This high meat consumption is associated with environmental, social, and health consequences. Drawing upon social practice theory, this study explores the influence of social practices on the meat consumption of green consumers, as a growing number of consumers in both countries want to eat healthy and sustainably but still have different needs and face different barriers. Data were collected from online group discussions. For green consumers, meat consumption was found to convey certain meanings and depends, among other things, on the information available. The consumption decision in Vietnam is strongly influenced by health and food safety, whereas negative environmental consequences are important in Switzerland. Social and cultural aspects also play a major part in the decision to eat or abstain from meat in both countries. Meat is a non-negotiable part of any special occasion meal in Vietnam and is often eaten at social gatherings in Switzerland. We argue that meat consumption is linked to social status in both countries, but family influence is stronger in Vietnam than in Switzerland. Interventions, such as policy measures that are adapted to regional, cultural, and consumer group specificities and focus on social practices rather than individual behavior, are a promising means to promote meat reduction.

Keywords: meat reduction; sustainable food consumption; green consumers; Switzerland; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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