Liha ja taimsete alternatiivtoodete süsiniku jalajälje teadvustamise mõju tarbijakäitumisele
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Kuupäev
2020
Kättesaadavus
04.09.2020
Autorid
Ajakirja pealkiri
Ajakirja ISSN
Köite pealkiri
Kirjastaja
Eesti Maaülikool
Abstrakt
Loomsete saaduste tootmine on keskkonnale nii maa- ja veekasutuse kui kasvuhoonegaaside
heite osas koormavam kui taimse toidu tootmine ning üldjuhul on lihatoodete süsiniku jalajälg
suurem kui taimsetel alternatiivtoodetel. Kuigi lihatarbimine on maailmas jätkuvalt kasvav trend,
on Euroopas lihatarbimine stabiliseerunud või väikeses langustrendis. Kuna tarbimisvalikute
kaudu saavad tarbijad otseselt mõjutada enda süsiniku jalajälje suurust, on käesoleva
bakalaureusetöö eesmärgiks uurida tarbijakäitumist, et mõista, kas toote süsiniku jalajälje
teadvustamine mõjutab tarbijate käitumist, tehes valikut loomse ning taimse alternatiivtoote
vahel.
Andmekogumismeetodiks valiti avatud, valikvastustega ning skaalal põhinevate küsimustega
ankeetküsitlus veebikeskkonnas (547 vastajat). Küsitlust jagati erinevates Facebooki gruppides
ning Eesti Maaülikooli töötajate meililistis, kuna sooviti saavutada kihtvalim, et esindatud
oleksid ka vähemused, näiteks veganid ja kõrgharitud inimesed.
Enamik küsitlusele vastanutest olid teadlikud taimse toidu tootmise märkimisväärselt väiksemast
mõjust keskkonnale ning hindasid enda teadlikkust toidutoomise keskkonnamõjudest üsna
kõrgeks. Samas ei eelistanud kõrgema teadlikkusega inimesed taimseid tooteid loomsetele
sagedamini kui teadlikkust madalamaks hinnanud vastajad. Tarbimisvalikute mõju keskkonnale
hindas suurim osa vastajatest keskmiseks, kuid veganite jt taimset toitu eelistavate inimeste seas,
hinnati enda valikute mõju keskkonnale palju suuremaks. Tulevikus on lihast valmis loobuma
kolmandik vastajatest, samas kui lihatarbimist on nõus vähendama kaks kolmandikku. Noorte
seas oli valmidus suurem. Kolmandik vastajatest leidsid, et taimsed alternatiivtooted võiksid neil
tulevikus aidata lihatarbimist vähendada. Selgus, et teades toote süsiniku jalajälge, eelistasid üle
poole vastajatest väiksema süsiniku jalajäljega toodet.
Edasist uurimist vajaks inimeste teadlikkus toidutootmise keskkonnamõjudest, kas hinnang
kõrgest teadlikkusest vastab tegelikkusele ning see, millised viisid toote süsiniku jalajälje
märgistamiseks oleksid eesti tarbijatele kõige meelepärasemad ja selgemini mõistetavad. Antud
töö tulemused võiksid anda märku toitlustusasutustes ning sööklates lihavabade päevade või
roogade pakkumise suurendamise vajadusest, toodete süsiniku jalajälgede märgistamise
laialdasemalt kasutusele võtmise vajadusest ning tulla kasuks uute alternatiivtoodete
väljatöötamisel ning olemasolevate kvaliteedi parendamisel.
Producing animal products puts more pressure on the environment in the sense of land and water usage and greenhouse gas emissions and in most cases meat products have a bigger carbon footprint than plant-based alternatives. Although globally meat consumption is a growing trend, in Europe meat consumption has stabilized or decreased. Through consumption choices it is possible to affect the size of one’s carbon footprint. Therefore, this bachelor’s thesis aims to analyse consumer behaviour to understand, whether acknowledging a product’s carbon footprint affects consumer behaviour, when consumers choose between meat and plant-based alternatives. A web-based survey (547 respondents) with open, multiple-choice and scale-based questions was chosen as the data collection method. The survey was shared in different Facebook groups and in the mailing list of Estonian University of Life Sciences employees, because the author wanted to achieve a stratified sample of people, so that the minorities like vegans and highly educated people would also be represented. Most of the respondents who answered the survey were aware that producing plant-based food has a smaller impact on the environment than meat and rated their awareness about the environmental impact of food production as quite high. However, the respondents with high awareness did not prefer plant-based options more frequently than the respondents who rated their awareness as low. Majority of the respondents shared an opinion that consumption choices have a mediocre impact on the environment, but vegans and other plant-based food consumers, rated their consumption choices as highly impactful. A third of the respondents were willing to give up meat in the future, whereas two thirds of the respondents were willing to curtail their meat consumption. Young respondents had higher willingness to change their consumption habits. A third of the respondents said that plant-based alternatives could help them reduce their meat consumption in the future. It was found that when consumers were aware of the product’s carbon footprint more than half of the respondents preferred the product with the smaller carbon footprint. Further research should focus on the aspects of food production that consumers are aware of, how does the high rating of awareness correspond with the reality and which labels of the carbon footprint do the consumers find attractive and easily understandable. The results of this paper could indicate the need to have more meat-free days and dishes in public catering and cafeterias, to use carbon footprint labelling more widely and be useful in the development of new plantbased alternatives and improving the ones already in the market.
Producing animal products puts more pressure on the environment in the sense of land and water usage and greenhouse gas emissions and in most cases meat products have a bigger carbon footprint than plant-based alternatives. Although globally meat consumption is a growing trend, in Europe meat consumption has stabilized or decreased. Through consumption choices it is possible to affect the size of one’s carbon footprint. Therefore, this bachelor’s thesis aims to analyse consumer behaviour to understand, whether acknowledging a product’s carbon footprint affects consumer behaviour, when consumers choose between meat and plant-based alternatives. A web-based survey (547 respondents) with open, multiple-choice and scale-based questions was chosen as the data collection method. The survey was shared in different Facebook groups and in the mailing list of Estonian University of Life Sciences employees, because the author wanted to achieve a stratified sample of people, so that the minorities like vegans and highly educated people would also be represented. Most of the respondents who answered the survey were aware that producing plant-based food has a smaller impact on the environment than meat and rated their awareness about the environmental impact of food production as quite high. However, the respondents with high awareness did not prefer plant-based options more frequently than the respondents who rated their awareness as low. Majority of the respondents shared an opinion that consumption choices have a mediocre impact on the environment, but vegans and other plant-based food consumers, rated their consumption choices as highly impactful. A third of the respondents were willing to give up meat in the future, whereas two thirds of the respondents were willing to curtail their meat consumption. Young respondents had higher willingness to change their consumption habits. A third of the respondents said that plant-based alternatives could help them reduce their meat consumption in the future. It was found that when consumers were aware of the product’s carbon footprint more than half of the respondents preferred the product with the smaller carbon footprint. Further research should focus on the aspects of food production that consumers are aware of, how does the high rating of awareness correspond with the reality and which labels of the carbon footprint do the consumers find attractive and easily understandable. The results of this paper could indicate the need to have more meat-free days and dishes in public catering and cafeterias, to use carbon footprint labelling more widely and be useful in the development of new plantbased alternatives and improving the ones already in the market.
Kirjeldus
Bakalaureusetöö
Keskkonnakaitse õppekaval
Märksõnad
bakalaureusetööd, Roheline Ülikool (töö toetab EMÜ Rohelise Ülikooli põhimõtteid), toiduohutus, mahetoit, toidutootmine, keskkonnamõjud, süsiniku jalajälg, liha, alternatiivtooted, tarbijakäitumine