The issue of sustainable meat consumption is inextricably linked with aspects of animal welfare and ethical treatment. In the context of a growing worldwide demand for animal products, sustainable meat consumption may take several forms. We take a theoretical approach to segmenting consumers into four types that differ in their qualitative and quantitative meat consumption. Based on a consumer survey of a sample of the German population, we then validate and describe these consumer types. We then give an overview of existing and potential policy measures to promote sustainable meat consumption within these different target groups, including methods of libertarian (soft) and hard paternalism, before summarizing the future challenges of sustainable meat consumption.
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