Does “better” mean “less”? Sustainable meat consumption in the context of natural pasture-raised beef

Summary

Abstract Livestock production has significant environmental impacts, requiring sustainable dietary shifts with reduced meat consumption. The concept of “less but better” has gained attention as a pragmatic approach to dietary and production changes, advocating for reduced meat consumption while focusing on sustainably produced, high-quality products. We focus on the interplay between “less” and “better” and critically evaluate the approach in the context of consuming natural pasture-raised beef in Finland. Our study focuses on consumers at the forefront of dietary change within western, upper-income contexts, who, with high educational and financial resources, may play a leading role in shifting to more sustainable diets. Based on 21 interviews with buyers of natural pasture-rais