"We don't tell people what to do": An examination of the factors influencing NGO decisions to campaign for reduced meat consumption in light of climate change

To date, efforts by non-governmental organizations to encourage reduced meat consumption in light of climate change have been quite limited, particularly among environmental non-governmental organizations. This study sought to examine the factors influencing non-governmental organization decisions to establish and sustain dedicated public education and/or policy advocacy campaigns on this issue. More specifically, a grounded theory approach was used to examine environmental, food-focused, and animal protection non-governmental organizations in the U.S., Sweden, and Canada. Results indicate that the relatively limited degree of engagement is primarily attributable to the fact that few non-governmental organization staffers felt that addressing meat consumption within a climate change context was a part of their core missions. Reduced meat consumption was also seen as an issue with limited social and political appeal. Further, many environmental non-governmental organizations appeared to be reluctant to mount campaigns explicitly encouraging personal behavior change of any type. Cross- non-governmental organization collaboration or the creation of additional non-governmental organizations with missions focused on this specific issue may be needed to increase the level of campaigning on this issue.