Food Matters: The Role of International (Marketing) Efforts in Addressing a Looming Climate Threat.

In this commentary, we thus call for more research that addresses demand-side GHG emission mitigation strategies related to food - that is, the reduction of meat consumption and food waste - from an international marketing perspective. The global food system (i.e., production, transport, processing, packaging, storage, retail, consumption, loss, and waste of food) is responsible for 34% of total greenhouse gas (GHG) emissions ([4]). It would therefore be interesting to study how Western consumers may overcome food neophobia, particularly related to the consumption of insects and seaweed, two foods already included in Asian diets and have great potential to serve as an alternative protein source to meat. [Extracted from the article]