Promotional campaigns in the agri-food sector aimed at reducing meat consumption: A promising leverage for action

Abstract

Promotional campaigns, usually characterized by inter-organizational partnerships focused on food distribution or restaurant services, aim to increase awareness about various benefits of responsible consumption. This is particularly important for the rural population which is frequently involved in the sectors of economy linked to farming and food distribution. In this context, the objective of this study is to identify the promotional campaigns aimed at reducing meat consumption implemented in many Western countries. A scoping review was conducted to document the characteristics, facilitating factors and challenges of such promotional campaigns. The literature search led to the identification of a total of 25 initiatives that were gathered in a typology involving four types of campaigns: “Meatless Days” movements, contests that recognize companies with vegetarian alternatives, industry development-focused programs, and restaurant referral programs for vegetarian options. The study highlighted that the most impactful campaigns are the "Meatless Day" movements and referral programs. The results of this research are useful to develop and implement durable promotional campaigns aimed at reducing meat consumption.