The project instruments to promote climate-friendly diets analyses the potential of behavioral instruments to reduce meat consumption and thus the related greenhouse gas emissions.
Currently, animal husbandry is the source of about 14.5% of global emissions. The projected population growth and an increase in per capita consumption will increase meat consumption further in the future. Consumers will have to reduce their diets’ carbon footprint substantially to support the COP 21 goal of keeping global warming well below 2°.
This transdisciplinary project unites scientific partners from different backgrounds – environmental and behavioral economics and consumer psychology – with a societal stakeholder, the Student Services Schleswig-Holstein, which is involved at all stages of the project. The Kiel Institute’s scientific partners are Prof. Dr. Stefan Hoffmann (project leader, Professor for Marketing, CAU Kiel) and Prof. Dr. Katrin Rehdanz (Institute for Environmental, Resource and Spatial Economics).