Findings

Efforts attempting to reduce the consumption of animal products cover a wide range of strategies and approaches, some of which are much better understood than others. Completed projects in this area point to possible overestimation of intervention effects in other studies and to the importance of cultural factors.

Research on reducing meat and animal products (MAP) can help advocates choose effective interventions that maximize their impact and resources. However, research participants may be susceptible to social desirability when reporting their intent to reduce MAP, and intent may not result in actual behavioral change. A recent series of randomized controlled experiments tested these concerns. Participants kept unaware of the study’s purpose did not consume less MAP after viewing a documentary on MAP reduction. In another experiment, participants were informed of the study’s purpose by rating the likelihood of reducing their MAP consumption after the video. Despite strong intentions, participants reported no change in MAP consumption. These findings suggest that past studies of similar interventions may have overestimated effects due to methodological biases. Novel intervention strategies may be needed to shift dietary consumption meaningfully away from animal products.

For advocates working at the legislative and policy level, a recently completed project identified avenues for addressing some of South Africa’s key regulatory gaps that are hindering the transition from animal proteins to alternatives. The authors propose 15 interventions and some highlights include the following: 

• While South Africa has multiple laws addressing animal production, they are dispersed across and within different government departments. At a minimum, the authors call for the laws to reflect international standards and recommend standalone legislation governing the country’s food system. 

• For food production, the government needs to hold the private sector accountable through proper and fair regulation of animal sourced and alternative foods. 

• Litigation promoting legal interpretations and precedents can address systemic issues concerning the food system, such as social justice. 

• Research, education, and government funding are also important in the transition. 

Currently, plant-based alternatives are stigmatized as being expensive and for middle class or elite groups. Therefore, any transition efforts must consider South Africa’s cultures, religions, and traditions.