Does “better” mean “less”? Sustainable meat consumption in the context of natural pasture-raised beef

Abstract Livestock production has significant environmental impacts, requiring sustainable dietary shifts with reduced meat consumption. The concept of “less but better” has gained attention as a pragmatic approach to dietary and production changes, advocating for reduced meat consumption while focusing on sustainably produced, high-quality products. We focus on the interplay between “less” and “better” and critically evaluate the approach in the context of consuming natural pasture-raised beef in Finland. Our study focuses on consumers at the forefront of dietary change within western, upper-income contexts, who, with high educational and financial resources, may play a leading role in shifting to more sustainable diets. Based on 21 interviews with buyers of natural pasture-raised beef in Southern Finland, we investigate the meanings assigned to such premium-priced meat, understandings of the role of meat in sustainable diets, and reflections on the dietary changes in meat consumption when purchasing natural pasture-raised beef. Although meat was unanimously considered part of a sustainable diet, most interviewees recognized the global necessity of reducing meat consumption. The interviewees focused on health, naturalness, origin, and swapping beef for other meats as key factors in sustainable diets. The interpretation of “better” was primarily dominated by animal welfare concerns. However, when purchasing beef, taste emerged as the principal consideration. The relationship between “better” and “less” was ambiguous: the concept of “better” can lead to less consumption or provide a moral justification for maintaining the status quo or even increasing consumption of meat. Our results thus highlight the complexities of the “less but better” meat approach in transitioning to sustainable diets.