Acceptance of meat reduction policies in Switzerland

The aim of this study was to analyze the acceptance of different policy measures affecting meat consumption in Switzerland. We conducted qualitative interviews with leading stakeholders and elaborated 37 policy measures for reducing meat consumption. In a standardized survey, we analyzed the acceptance of these measures and important preconditions for their implementation. Measures with potentially the biggest direct leverage, such as a VAT increase on meat products, were highly rejected. We found high levels of acceptance for measures that do not directly affect meat consumption but have the potential for significant changes of meat consumption in the longer run – such as research investment and sustainable diet education. Furthermore, some measures with considerable short-term effects were widely accepted (e.g., stricter animal welfare standards, ban of meat advertisements). These measures could be a promising starting point for policy makers aiming at a transformation of the food system toward lower levels of meat consumption. [Display omitted] •We assess stakeholder-acceptance for 37 elaborated meat reduction measures•Acceptance for deeply-intervening meat reduction measures is low•Potential for consensus found for research promotion and sustainable diet education•Addressing key stakeholder concerns crucial to improve acceptance of the measures Global change; Natural resources; Sustainability aspects of food production; Consumer research in food market; Food marketing; Research methodology social sciences.