We eat more meat than what would be good for us and for the planet. Unfortunately, changing our behaviour is not always easy. How can supermarkets play a role? Which techniques can they adopt to work their magic and make us eat less meat? And how do these techniques work?
Hendrik Slabbinck, a professor of marketing and a researcher at the Ghent University Behavioural Economics for Life (BE4Life) centre, dug into the existing literature (16 reviews covering at least 200 individual intervention studies) and ended up with the ranking below.
Which behavioural change techniques have the highest potential to reduce the purchase of meat and stimulate sustainable purchasing in supermarkets?
We should eat less meat because it benefits the climate. We should eat less sugar because it's better for our health. We should eat more seasonal vegetables because they are grown locally. But are we on track? Can supermarkets and governments influence our purchasing behaviour? How? Or should they stay out of our shopping cart?
With these questions in mind, we engaged in an online debate with Zakia Khattabi, Minister of Climate, Environment and Sustainable Development (replaced by her chef de cabinet Bernard Mazijn); Hendrik Slabbinck, Professor of Marketing and Consumer Behaviour, Ugent; and Nathalie De Greve, Sustainability Manager at Comeos, the federation of supermarkets.
(video in French and Dutch)