Promoting Environmentally Sustainable Food and Drink: A Focus on Plant-Based Meat, Plant-Based Dairy and Sustainable Palm Oil

Major-Smith, Katie (2023) Promoting Environmentally Sustainable Food and Drink: A Focus on Plant-Based Meat, Plant-Based Dairy and Sustainable Palm Oil. Doctoral thesis, Plymouth Marjon University.

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Abstract

Food production is one of the largest drivers of environmental damage, with research indicating that climate targets outlined in the Paris Agreement cannot be met if current trends within our food system continue. To help sustainably transform our food system, a ‘worst first’ approach is needed, whereby foods with the largest environmental impact are replaced with sustainable alternatives. In this PhD project I examined the production and consumption of plant-based meat, plant-based dairy and sustainable palm oil as environmentally sustainable alternatives to meat, dairy and palm oil. First, an online consumer survey (n=396) examining the drivers and barriers of consuming these products was conducted. Environmental and animal welfare concerns were significant drivers of consumption. Other factors influencing plant-based meat and plant-based dairy intake were similar, with taste, price, availability and not being in the habit of purchasing these products affecting consumption, while for sustainable palm oil these were labelling, public campaigns and not knowing where to buy products. Second, semi-structured interviews were conducted with 27 supply chain stakeholders to understand the motivations and challenges stakeholders experience supporting these industries, and the key changes needed for sector growth. Although each industry is influenced by industry-specific factors, they all share similar motivations and challenges. These were stakeholder support being driven by the belief that industry support is the right thing to do and the business benefits that this support brings. However, they were challenged by negative consumer perceptions and the business risk that sector support poses. A key change needed across all industries was to stimulate demand for products. Lastly, I tested the impact of a default nudge behaviour change intervention on environmentally sustainable plant-based milk consumption in a UK university café using an experimental design. During the intervention phases, the menu’s default milk option was changed from dairy milk to oat milk. Findings show that customers were approximately three times more likely to consume plant-based milk when oat milk was the default option instead of dairy milk (increasing from 16.6% to 51.9% in the first intervention phase, to 46.0% in the second intervention phase), with the average milk-based carbon footprint per drink reducing by 25-34%. Findings from these three studies provide insights on how to grow the plant-based meat, plant-based dairy and sustainable palm oil industries and have implications for other sustainable food industries. Recommendations include macro-level changes to incentivise industry support, such as food subsidy reformation, carbon taxes and the need to divest power away from mega-companies, and micro-level changes to increase consumers’ consumption of products, such as applying nudges in food settings. Combined, these changes will help reduce the food sector’s environmental impact and support the sustainable transformation of our food system.

Item Type:	Thesis (Doctoral)
Depositing User:	Ms Raisa Burton
Date Deposited:	20 Feb 2025 14:15
Last Modified:	20 Feb 2025 14:15
URI:	https://marjon.repository.guildhe.ac.uk/id/eprint/17945

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