The "Less but Better" meat concept: Is it OK to eat ‘better’ meat? However, a recent study finds little evidence that consumers necessarily reduce their consumption when they have access to better-quality meat. Dr. Irina Herzon, senior university lecturer and the study’s lead author, explained the research focus: “We wanted to understand how consumers gaining access to ‘better’ meat rationalise their overall meat consumption – whether they see a link between eating ‘better’ and eating ‘less’." Although most of them also acknowledged the need to reduce meat consumption globally, they often viewed reduction as more relevant elsewhere than in Finland. Perceptions of ‘better’ meat varied, with animal welfare being a key concern, though taste remained the primary purchasing factor.