The Cow in the Room: Addressing Meat and Animal-Derived Food Consumption in the Age of Climate Change

Sammanfattning: This thesis problematizes the consumption of meat and animal-derived foods in the age of climate change. Despite vast empirical data showing the detrimental effects related to animal agriculture, there is a general reluctance to stop consuming animal-based foods. In order to investigate the reasons for this reluctance, qualitative interviews were chosen as a research method. Using Norway as a case study, 10 qualitative interviews were conducted exploring individuals’ rationale for eating meat and animal-derived foods. The findings illustrate how through material institutions and optical socialization, both structural and internalized aspects of carnist ideology are able to normalize the consumption of animal-based foods and facilitate socially organized denial. The findings suggest that carnism is naturalized in society enabling nonhuman animals to be perceived as a logical food source for humans. Simultaneously, denying the moral and environmental considerations of consuming nonhuman animals hinders dietary change to be perceived as a viable option for climate change mitigation. Based on the findings it is clear that if dietary change is to be taken seriously as a mitigation option, policies and recommendations cannot target individual consumer behaviour. The study emphasizes that dietary change must be systematically supported throughout all sectors of society to make plant-based foods the default, and meat and animal-derived foods the undesired alternative.