One need not have been a lion to understand meat consumption : En surveyundersökning om svenskars miljövärderingar och konsumtionsbeteende av kött

Sammanfattning: Indications show that the Swedish population is getting more aware of the environmental impact high meat consumption has. At the same time, the meat consumption in Sweden is breaking all previous records, and crossing the line for environmental sustainability by far. This resulted in us asking the question if this discrepancy between people’s environmental attitude and their meat consumption really existed. Where environmental attitudes are defined as the perception and attitude in line with the norm for a good environmental behavior. Regardless of the discrepancy, we want to make an understanding of why meat consumption looks the way it does. Using a combination of theories, we manage to construct a useful foundation to explain the actions of eating meat. From both rational and non-rational causes where a survey created to collect the information needed. Ratios of sex were created to match the even distributed population of Växjö, where the survey was handed out. The discrepancy between people’s environmental attitude and their meat consumption was found. People that consume more meat tend to be less positive to lower their intake of meat. But these persons are at the same time more aware of the consequences the impact that meat has on the environment. To future understand the consumption of meat we explain the behavior using one model constructed of Weber’s social theory of action.