A social practice perspective on meat reduction in Australian households: Rethinking intervention strategies

Abstract

Recent widespread calls and strategies for consumers to change and reduce meat consumption position meat as both an environmentally unsustainable and highly desired food. Such change is often understood as an unattractive and difficult process of relinquishment, and that perspective informs interventions designed to lessen the presumed hardship involved. This article troubles such assumptions by reference to a practice theoretical approach and by extending conceptual debates circulating within consumption geographies. The work explores food preferences and tastes generated in what I describe as everyday “mealing” practices, within which meat's relevance may be diminishing, contingent, or negotiable. I draw on go-along stories about meals-in-flux told to me by Australian householders participating in “Meat Free Mondays” and/or consuming meat substitute products. I analyse the practical, material, and sensorial aspects of “mealing-practice” change and show how the stir-fry is a meal displacing “meat and three veg.” The work contributes to geographical research increasingly focused on understanding desires and tastes produced through everyday practices. In the process, it complicates understandings of meat consumption reduction as sacrifice and points to possibilities for new research and more effective forms of intervention.