Přehled o publikaci

Animal production and meat consumption is a topic that contains ethically and environmentally questionable aspects. This paper presents qualitative research based on some principles of grounded theory and uses semi-structured interviews with young people who live in a large city and are interested in the origin of the meat they eat. The research questions were: How do young people who live in a big city and are interested in the origin of the meat they consume deal with the meat consumption? What factors influence the consumption of meat with a clear origin? How do these young consumers deal with the ethical and environmental demands of meat consumption? What relationship do these consumers have with the farmer? The research results show that meat consumption is influenced by minimalism, i.e. by buying a smaller amount of meat that is sufficient for consumers and at the same time less environmentally demanding. Consumer decision-making is formed by criticism of overconsumption and conventional agriculture. Consumers are aware of the ethical issues of meat consumption, but do not attach much importance to it and prefer quality over quantity, which is reflected in their willingness to support smaller farmers, from whom they look for quality.