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Are We out to Lunch? Are the Dietary Strategies We Share on Social Media Effective in Mitigating Climate Change?

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Are We out to Lunch? Are the Dietary Strategies We Share on Social Media Effective in Mitigating Climate Change? ARE WE OUT TO LUNCH? ARE THE DIETARY STRATEGIES WE SHARE ON SOCIAL MEDIA EFFECTIVE IN MITIGATING CLIMATE CHANGE? by Marion Magdalene Davies Submitted in partial fulfillment of the requirements for the degree of Master of Environmental Studies at Dalhousie University Halifax, Nova Scotia November 2019 © Copyright by Marion Magdalene Davies, 2019 TABLE OF CONTENTS LIST OF TABLES ......................................................................................................... vii LIST OF FIGURES ....................................................................................................... viii ABSTRACT ................................................................................................................. ix LIST OF ABBREVIATIONS AND SYMBOLS USED ............................................................. x ACKNOWLEDGEMENTS .............................................................................................. xi 1.0 CHAPTER ONE - INTRODUCTION ............................................................................ 1 Positionality Statement ......................................................................................................1 1.1 It is Essential to Mitigate Climate Change ......................................................................1 1.2 Our Food System Challenge ..........................................................................................4 1.2.1 Projected Population Growth ....................................................................................................... 5 1.2.2 Increasing Meat Consumption ...................................................................................................... 5 1.2.3 Further Complexities to the Challenge ......................................................................................... 6 1.3 Dietary Change Can Mitigate GHG Emissions of the Food System ...................................7 1.3.1 Opportunities to Improve Food Production and Distribution ...................................................... 7 1.3.2 Opportunities Through Dietary Change ...................................................................................... 10 1.4 Food Media as a Place for Discussions of Diet and Environment................................... 13 1.4.1 The Influence of “Traditional” Food Media ................................................................................ 14 1.4.2 The Importance of Online Food Media ....................................................................................... 15 1.5 Project Rationale and Research Objectives .................................................................. 17 1.6 Organization of Thesis ................................................................................................ 18 ii 2.0 CHAPTER TWO – LITERATURE REVIEW ................................................................. 20 2.1 Contributions of the Food System to Climate Change and Environmental Damage ....... 20 2.1.1 Use of Life Cycle Assessment to Quantify Impacts of the Food System ..................................... 22 2.2 Increasing Public Interest in Climate-Motivated-Eating ................................................ 25 2.2.1 Contemporary Context of Climate-Motivated-Eating ................................................................. 26 2.2.2 Cultural Development of Eco-Eating ........................................................................................... 27 2.3 Tensions in the (In)accessibility and (In)efficacy of Eco-Eating ...................................... 30 2.3.1 Socio-Economic and Racial Inequity in Eco-Eating Practices ...................................................... 30 2.3.2 Gendered Inequity in Eco-Eating Practices ................................................................................. 32 2.3.3 Tensions Between Private Consumerism and Public Good in Eco-Eating Practices ................... 33 2.3.4 The Risks of Ineffective Climate-Motivated-Eating for Mitigating Climate Change.................... 35 2.3.5 Considering All This, Should we Still Pursue Climate-Motivated-Eating for Climate Change Mitigation? .............................................................................................................................. 36 2.4 Exploring Consumer Climate-Motivated-Eating Behaviour ........................................... 37 2.4.1 The Role of Heuristics ................................................................................................................. 38 2.4.2 The Role of Virtue Signaling ........................................................................................................ 41 2.4.3 The Impact of Cultural Attachment to Foods With High GHG Emissions ................................... 43 2.4.4 How Does Consumer Behaviour Affect the Potential of Climate-Motivated-Eating? ................ 44 2.5 Climate-Motivated-Eating Heuristics Often Misalign With GHG Emissions .................... 45 2.5.1 Examples of Mismatched Impact and Intention in Other Literature .......................................... 46 2.5.2 How Climate-Motivated-Eating Strategies Misalign with GHG Emissions .................................. 48 2.6 Utility of Social Media as a Data Source for This Research ............................................ 50 2.6.1 Large Sample Size ....................................................................................................................... 51 2.6.2 Social Media as a Place for Learning and Sharing Ideas ............................................................. 53 2.6.3 Accessing Unsolicited Opinions .................................................................................................. 54 iii 2.6.4 Social Media Conversations Reflect Those in the ‘Real-World’ .................................................. 55 2.6.5 Specific Advantages of Studying Twitter and Instagram............................................................. 57 2.7 Summary ................................................................................................................... 62 3.0 CHAPTER THREE - METHODS ............................................................................... 64 3.1 Ethical Considerations ................................................................................................ 64 3.2 Methods to Achieve Objective One ............................................................................. 67 3.2.1 Data Collection ............................................................................................................................ 67 3.2.2 Data Processing ........................................................................................................................... 72 3.3 Methods to Achieve Objective Two ............................................................................. 78 4.0 CHAPTER FOUR – RESULTS .................................................................................. 82 4.1 Results of Objective One ............................................................................................. 82 4.1.1 Strategies Shared in Combined Twitter and Instagram Dataset ................................................. 82 4.1.2 Comparing Strategies Shared on Twitter and on Instagram ....................................................... 89 4.2 Results of Objective Two ............................................................................................ 93 4.2.1 Rating the Efficacy of Climate-Motivated-Eating Strategies Shared in the Social Media Sample ................................................................................................................................................. 93 4.2.2 Strategies Consistently Supported by Evidence .......................................................................... 99 4.2.3 Strategies Supported by Inconsistent Evidence ........................................................................ 105 4.2.4 Strategies Not Supported by Evidence ..................................................................................... 113 4.2.5 Strategies Mentioned in the Literature but Not in the Social Media Sample ........................... 114 4.2.6 Strategies That Could Not be Evaluated ................................................................................... 115 5.0 CHAPTER FIVE – DISCUSSION ............................................................................. 117 5.1 Context for Difference in Representation of Strategies on Twitter and Instagram ....... 120 iv 5.2 Explaining the Relative Popularity of Climate-Motivated-Eating Strategies ................ 122 5.2.1 Accounting for the High Popularity of the Strategy: Eat Vegan Always ................................... 123 5.2.2 Accounting for the High Popularity of the Strategy: Eat Fewer Animal Products .................... 124 5.2.3 Accounting for the Low Popularity of the Strategy: Eat Vegetarian ......................................... 124 5.2.4 Accounting for the High Prevalence of Strategies Relating to Livestock Feed ......................... 125 5.2.5 Accounting for the Prevalence of the Strategy: Avoid Intensively Produced Food .................. 127 5.2.6 Accounting for the Low Prevalence of the Strategy: Choose Organic Food ............................. 131 5.2.7 Considering the Low Prominence of the Strategy: Eat Local .................................................... 132 5.2.8 Accounting for the Relatively High Popularity of the Strategy: Avoid
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