Animal welfare is a stronger determinant of public support for meat taxation than climate change mitigation in Germany

A tax on meat could help address the climate impact and animal welfare issues associated with the production of meat. Through a referendum choice experiment with more than 2,800 German citizens, we elicited support for a tax on meat by varying the following tax attributes: level and differentiation thereof, justification and salience of behavioural effects. Only at the lowest tax level tested do all tax variants receive support from most voters. Support is generally stronger if the tax is justified by animal welfare rather than climate change mitigation. Differentiated taxes that link the tax rate to the harmfulness of the product do not receive higher support than a uniform tax; this indifference is not driven by a failure to anticipate the differential impacts on consumption. While the introduction of meat taxation remains politically challenging, our results underscore the need for policymakers to clearly communicate underlying reasons for the tax and its intended behavioural effect. Meat taxes could help to induce dietary changes beneficial for the environment, animal welfare and public health. Through a referendum choice experiment, this study examines how level and differentiation of the tax, its justification and behavioural salience impact support for meat taxation in Germany.

Automated summary

Through a referendum choice experiment with over 2,800 German citizens, the study explores public support for meat taxation in Germany. The results show that support is higher when the tax is justified by animal welfare rather than climate change mitigation. Differentiated taxes based on the harmfulness of the product do not receive higher support. The study highlights the importance of clear communication regarding the reasons and intended effects of the tax.