Rethinking meat consumption – How institutional shifts affect the sustainable protein transition

Abstract

Reducing meat consumption in high meat-consuming countries is seen as a key lever for achieving global sustainability agreements. However, little attention has been paid to unravel transition dynamics in the socio-technical protein regime. This study addresses this research gap by shedding light on institutional changes within the Austrian protein regime. Media data were used as an empirical data source to reconstruct the Multi-Level-Perspective's transition phases, suggesting a new methodological approach for using media data in transition studies. Results identified elements from three out of four transition phases. While shifts in informal institutions were observed, formal institutions are still pending. The rigidity of the current regime, where the high status of meat is culturally embedded, was identified as a major barrier to transition. Constantly recurring negative discourse with diversifying arguments addresses this rigidity by accentuating its normative intangibility. The overlap of health and environmental concerns criticizing the regime and providing convenient alternatives were identified as drivers for transition.