The Knowledge-Action Gap Related to Meat Consumption in Sustainability Scientists and its Relevance for Societal Transformation

Eating meat leads to several environmental threats, hence reducing one’s consumption can be a direct way to avoid environmental degradation. While sustainability scientists know about the environmental degradation due to meat consumption, many of them still choose to eat meat. It is questionable whether a broader societal transformation towards sustainable consumption is likely if people with the necessary knowledge and values already struggle and fail to implement a sustainable behavior. How can they expect others to change if they do not change themselves? This paper addresses the knowledge-action gap that is prevalent among sustainability scientists regarding their meat consumption and how they deal with it. Qualitative semi-structured interviews and thematic content analysis are applied to analyze the main internal barriers to pro environmental behavior sustainability scientists face as well as what narratives and rationalizations they use to overcome the dissonance between their knowledge and actions. The internal barriers they demonstrated were emotional non-involvement and a perceived lack of power of the individual. The strategies used to overcome the dissonance were conscious consumption narratives and rationalizing the value of meat consumption, specifically its perceived sustainable dimensions. This paper also highlights that sustainability scientists do feel responsible to lead by example in the context of societal transformation, but do not always follow through with behavior change. This study concludes it is necessary that sustainability scientists do so more consequently to embrace their role as trendsetters and change agents for a sustainable transformation.