Epinion on behalf of Greenpeace



Greenpeace wanted to gain a cultural understanding of meat consumption and current habits in order to be to identify strategies that can lead to a shift in consumption patterns. The ultimate was to change mindsets and habits rather than short term behavioural shifts. Epinion took on the research on behalf of Greenpeace.


A mobile ethnography was sued to conduct explorative cross-country study of eating patterns as well as uncovering local customs and beliefs. Six different countries, representing various cultural dimensions as well as different patterns in meat consumption were studied and they took part in a two weeklong online forum. The first week consisted of answering daily tasks with pictures, videos and text, detailing a thorough explorative look into their everyday life. The second week focused on testing hypotheses to give Greenpeace a better understanding of what angle to approach the topic in order to change habits and behaviours. These results were then coded individually and merged cross-country.


The size of the issue is hard to comprehend as meat consumption in and of itself doesn\'t seem like a large issue, but from this research, Greenpeace has been able to provide clear and practical guidelines on how the need for meat reduction can be made relevant cross-culturally and more comprehensible. These actionable recommendations will enable them to change behaviours and patterns appropriately based on culture and context.


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