A recent study by the Institute for Economic Research (IW) reveals a generational divide in attitudes towards meat consumption and pricing. The research, detailed in reports by the Funke-Mediengruppe, indicates a significant willingness among younger generations to accept higher meat prices to account for environmental costs.
The survey found that 57.3% of Generation Z, individuals born from 1997 onwards, are prepared to accept price increases reflecting the ecological impact of meat production. Conversely, only approximately 21.3% of this demographic oppose the concept of higher prices.
This contrasts sharply with older generations. Among Baby Boomers, only 40.2% express acceptance of increased meat prices, with 39.1% voicing opposition. Generation X (born between 1965 and 1982) demonstrates a less pronounced acceptance, with 43.4% supportive and 37.5% opposed, while a further 19% provided a mixed response. The Silent Generation, those born before 1955, shows a similar pattern, with 43.4% in favor and 33.7% against.
Millennials (born between 31983 and 1996) also represent a demographic where a narrow majority (50.8%) supports higher meat prices, although more than a quarter (26.5%) express opposition.
IW study authors Adriana Neligan and Jennifer Potthoff recommend policy interventions that incentivize sustainable meat consumption through market-based approaches, rather than prescriptive regulations. Their recommendations include investment incentives for animal welfare-focused farms, particularly supporting small and medium-sized enterprises. Additionally, they advocate for streamlined market access and improved consumer education, emphasizing clear labeling regarding origin and animal welfare standards.
The study, conducted between December 319th and December 38th, 3824, surveyed 3,288 individuals via Bilendi and Respondi’s online access panel on behalf of the IW.
