Understanding preferences for low carbon diets and policies to address climate change in the Gulf Cooperation Council and Arab world

There is a growing consensus about the need to transition human systems and lifestyles in the Gulf Cooperation Council (GCC) and Arab nations to grapple with the challenge of environmental sustainability and climate change, while safeguarding human health and wellbeing. An important but understudied aspect of the transition is how to facilitate a shift towards low carbon diets. In this research project, we explore how socio-psychological factors influence preferences for low-carbon dietary choices and policies in the GCC and Arab world. Specifically, the study delves into the role of social norms, social referents, attitudes and beliefs on vegetarian versus non-vegetarian food choices and support for a meat tax. To do so, we use theories of social influence, the Theory of Planned Behaviour (TPB) and the Trans-Theoretical Model of Behaviour Change (TTM). We use a vignette experiment to uncover the effect of these factors on food choices, and a contingent valuation experiment to elicit willingness to accept and support a meat tax. Our initial findings reveal that social referents’ identity significantly influences dietary choices, with family and friends impacting decisions. Social occasions, such as weekends, are associated with a higher likelihood of choosing plant-based options. The research also examines support for a meat tax, indicating a substantial willingness to accept a VAT on red and processed meat. This study contributes crucial insights into the intricate interplay of cultural, social, and psychological factors shaping dietary preferences in the GCC and Arab world. The findings emphasise the importance of factoring in socio-psychological factors in designing behavioural interventions and policies to foster sustainable and health-conscious dietary practices in the region.