Healthy or Environmentally Friendly? Meat Consumption Practices of Green Consumers in Vietnam and Switzerland

Meat consumption is more than the behavioural act of eating meat. It is a psychological phenomenon influenced by culture, personality, morality etc. This means that it is based on social practices and influenced by routines. Social practices are societal values and culture (“meanings”), existing infrastructure (“materials”), and individual knowledge (“competences”).
This study examines the influence of social practices on meat consumption among green (i.e. sustainability-oriented) consumers in Vietnam and Switzerland.