A recent study by the German Institute for Economic Research (IW) reveals significant generational differences in attitudes towards meat prices and environmental costs. The findings, reported by Funke-Mediengruppe newspapers, indicate a growing willingness among younger generations to accept higher prices to account for the ecological impact of meat production.
The study’s results show that 57.3% of Generation Z (individuals born in or after 1997) are prepared to accept price increases that reflect the environmental costs associated with meat. Conversely, only around 21.3% of this demographic oppose such price adjustments.
This contrasts sharply with older generations. Among Baby Boomers, only 40.2% support higher meat prices to reflect environmental considerations, while 39.1% are against them. Generation X (born 1965-1982) also shows lower acceptance, with 43.4% willing to consider higher prices and 37.5% opposed. The “Silent Generation” those born before 1955, demonstrates approval at 43.4%, with a higher rate of opposition at 33.7%.
Millennials (born 1983-1996) also show a narrow majority (50.8%) in favor of higher meat prices, though more than a quarter (26.5%) object.
IW study authors Adriana Neligan and Jennifer Potthoff recommended a policy approach that “should promote sustainable meat consumption through incentives, without undermining individual responsibility or market mechanisms”. They suggested investment incentives for animal welfare-focused farms, particularly supporting small and medium-sized enterprises. Further recommendations included facilitating market access and improving consumer education through clear origin and animal welfare labeling.
The study, conducted between December 2024, surveyed 3,288 individuals via the Bilendi and Respondi online access panel.