We live in a time when the health risks of processed meat, the environmental toll of factory farming, and the ethical questions around animal suffering are more visible than ever. And yet, meat remains firmly on the menu for most people. Why? A new study dives into the psychology of meat consumption and uncovers the fascinating (and often contradictory) excuses many meat-eaters—known in academic circles as carnists—use to defend their choices.

From claiming it’s “natural” or “necessary” to leaning on culture, tradition, or taste, these justifications reveal a deep tension between values and behavior. The study doesn’t just expose dietary rationalizations, but it also sheds light on how belief systems are built and defended, even in the face of growing evidence. So, what do these excuses say about us, and why are they so powerful?

The Many Excuses We Make to Keep Eating Meat

Most people don’t need convincing that eating less meat is better for the planet. In a University of Copenhagen study, all participants across six different focus groups agreed: reducing meat consumption is one of the most effective ways to eat more sustainably. But when the conversation shifted to their own habits, a familiar pattern emerged. One built on justifications, deflections, and selective reasoning.

Here are the most common excuses people used to defend their continued meat consumption:

• “My body needs meat.” This was one of the most cited claims, often framed as a personal or biological necessity. Some said they couldn’t feel full without meat, while others believed they needed it for strength or energy — despite growing evidence that well-planned plant-based diets can meet all nutritional needs.
  
• “I don’t eat that much anyway.” Many minimized their actual consumption, downplaying the frequency or amount of meat they ate as a way to distance themselves from the broader environmental impact.
  
• “I’d reduce my intake, but my partner/family doesn’t want to.” Blaming a spouse or other family member allowed individuals to sidestep personal responsibility, suggesting they were willing but unable to change due to external pressures.
  
• “What about avocados and soy? They’re bad too.” This tactic shifts focus to other foods that have their own environmental footprints. While true in some cases, the comparison is misleading. As researchers noted, red meat has a far greater climate impact than either avocados or plant-based alternatives, but bringing up these foods creates enough confusion to muddy the conversation.
  
• “Let’s talk about food waste and plastic instead.” When the discussion became uncomfortable, participants often redirected it to safer, more culturally neutral topics like recycling or packaging waste — issues that don’t require much personal sacrifice and are easier to agree on.
  
• “Vegans are extremists.” Participants frequently dismissed veganism as unrealistic or “too extreme,” often laughing at the idea or labeling vegans as judgmental or hypocritical. This social mockery served to reinforce meat-eating as the norm and discredit those challenging it.
  
• “There’s too much conflicting information.” Some leaned into the idea that nutritional and environmental advice is too confusing to follow. While there is nuance, the core message about meat’s climate impact is well-established, but the ambiguity becomes a useful excuse for inaction.
  

Together, these justifications create a social bubble in which continued meat consumption feels acceptable, even to those who intellectually recognize its problems. And because these excuses are shared and validated within peer groups, they become more powerful, allowing individuals to protect their habits and still see themselves as responsible, climate-conscious people.

The Climate Cost of What’s on Our Plates

It’s no longer just an ethical or health debate — meat consumption has become one of the most pressing environmental issues of our time. Study after study confirms that producing meat, especially red meat, is far more resource-intensive and polluting than almost any other food. And yet, global consumption continues to rise.

The numbers are hard to ignore. Meat production is responsible for 57% of global greenhouse gas emissions, primarily due to the methane released by livestock and the energy and land required to raise, feed, and process animals. Cattle farming alone contributes more emissions than all cars, planes, and trains combined. On top of that, vast amounts of water and land are used to produce animal feed, much of it in deforested areas — especially in the Amazon rainforest.

The ripple effect doesn’t stop there. Raising animals for meat also leads to soil degradation, water pollution from runoff, and loss of biodiversity. In short, it’s a climate multiplier.

Despite this, meat often escapes the kind of public scrutiny that surrounds, say, plastic waste or air travel. Part of the problem, as the Copenhagen study suggests, lies in the mixed messages people receive. On one hand, national dietary guidelines increasingly urge people to eat less meat. On the other, politicians often avoid the topic altogether — or worse, defend meat consumption in the name of cultural identity or economic interests.

This gap between scientific consensus and public messaging creates confusion and gives room for denial or deflection. As a result, many people continue eating meat out of habit, comfort, or convenience, even when they know it contributes to environmental damage.

But recognizing this link is the first step. While meat might be a deeply rooted part of diets and cultures around the world, its environmental cost is becoming too big to ignore.

Shifting the Plate: Eating Less Meat Without the Extremes

Let’s be honest: the idea of going fully vegan or vegetarian can sound overwhelming, especially if meat has been a lifelong staple. But cutting back doesn’t have to be all or nothing — and small shifts in your plate can make a big impact, both for your health and the planet.

The good news is, adopting a more climate-friendly diet doesn’t require giving up all the foods you love. What the experts (and even the participants of the Danish study) suggest is more about reducing meat, not eliminating it completely. Think of it as a rebalancing act: more plants, less meat.

This can be as simple as:

• Starting with one meatless day a week, like Meatless Mondays.
  
• Replacing red meat with alternatives like legumes, tofu, mushrooms, or plant-based meat substitutes.
  
• Choosing lower-impact meats such as chicken or pork instead of beef, which has the highest greenhouse gas footprint among common meats.
  
• Exploring global cuisines that naturally use less meat like Mediterranean, Indian, or Thai dishes.
  
• Making vegetables the star of your meal instead of just a side dish.
  

It’s also helpful to rethink the idea that plant-based eating means bland food or deprivation. With a little creativity (and plenty of online recipes), plant-forward meals can be just as satisfying, affordable, and comforting.

Ultimately, the goal isn’t perfection — it’s progress. Shifting towards a more plant-based diet is one of the most powerful things we can do as individuals to reduce greenhouse gas emissions. And the best part? You don’t have to wait for politicians or food companies to make the first move. You can start with your next meal.

My Personal RX on Following a Climate-Friendly Diet and Lifestyle

While global policies and industry reforms are essential in the fight against climate change, our individual choices (especially how we eat and live) can also drive meaningful impact. From the food on our plates to the products in our pantries, small daily decisions either contribute to the problem or help shift us toward solutions. The way we nourish ourselves can nourish the planet too—and it starts with more conscious, gut-friendly, and sustainable habits.

1. Support Gut Health to Support Sustainability: A healthy gut doesn’t just benefit you—it reduces inflammation, strengthens immunity, and can even influence your food choices. MindBiotic helps improve microbiome balance, which is linked to reduced cravings for processed, resource-heavy foods and supports a cleaner, more conscious lifestyle from the inside out.
   
2. Cook More, Waste Less: The Mindful Meals cookbook helps you prepare meals that are not only gut-friendly but also reduce food waste by using whole, seasonal ingredients. Cooking at home with intention can significantly lower your environmental footprint and reduce dependence on highly packaged, carbon-intensive meals.
   
3. Boost Your Nutrition (and Sustainability): Super Greens offer concentrated nutrients from a variety of plant sources, reducing the need for out-of-season produce and energy-intensive farming. It’s a simple way to flood your body with vitamins and minerals—while lowering the demand for less eco-friendly options.
   
4. Choose Plant-Forward Meals: Reducing meat and dairy consumption just a few days a week can significantly cut your carbon footprint. Opt for plant-based proteins, legumes, and vegetables as staples to reduce greenhouse gas emissions from livestock production.
   
5. Shop Local and Seasonal: Foods that are grown closer to home and in season require less transportation, refrigeration, and packaging. Supporting local farmers also strengthens your community and helps reduce fossil fuel use.
   
6. Cut Down on Food Waste: Planning meals, storing leftovers properly, and using up produce before it spoils not only saves money—it reduces methane emissions from landfills and conserves the energy that went into producing that food.
   
7. Reduce Plastic Use in the Kitchen: Opt for glass containers, reusable shopping bags, beeswax wraps, and bulk-bin shopping to cut down on single-use plastics. These small changes add up to major long-term benefits for oceans and ecosystems.
   
8. Stay Hydrated Without Bottled Drinks: Use filtered tap water in reusable bottles instead of relying on single-use plastic bottled drinks. This reduces plastic pollution and the carbon footprint associated with transport and packaging.
   
9. Compost Food Scraps When Possible: Composting reduces landfill waste and turns your scraps into nutrient-rich soil—creating a cycle that benefits the earth instead of burdening it.
   
10. Live with Intentional Simplicity: From consuming less to choosing quality over quantity, living with intention is one of the most powerful climate actions we can take. When you value your health and your environment equally, your daily habits begin to reflect a deeper commitment to both.

Sources:

1. Chavez-Ugalde, I. Y., De Vocht, F., Jago, R., Adams, J., Ong, K. K., Forouhi, N. G., Colombet, Z., Ricardo, L. I. C., Van Sluijs, E., & Toumpakari, Z. (2024). Ultra-processed food consumption in UK adolescents: distribution, trends, and sociodemographic correlates using the National Diet and Nutrition Survey 2008/09 to 2018/19. European Journal of Nutrition, 63(7), 2709–2723. https://doi.org/10.1007/s00394-024-03458-z 
2. EcoWatch. (2021, October 13). Animal agriculture responsible for 57% of greenhouse gas emissions from food production, study finds. EcoWatch. https://www.ecowatch.com/animal-agriculture-greenhouse-gas-emissions-2655032993.html