Using data from the British Social Attitude Survey, we develop an agent-based model to study the effect of social influence on the spread of meat-eating behaviour in the British population.

The current rate of production and consumption of meat poses a problem both to peoples’ health and to the environment. This work aims to develop a simulation of peoples’ meat consumption behaviour in Britain using agent-based modelling. The agents represent individual consumers. The key variables that characterise agents include sex, age, monthly income, perception of the living cost, and concerns about the impact of meat on the environment, health, and animal welfare. A process of peer influence is modelled with respect to the agents’ concerns. Influence spreads across two eating networks (i.e. co-workers and household members) depending on the time of day, day of the week, and agents’ employment status. Data from a representative sample of British consumers is used to empirically ground the model. Different experiments are run simulating interventions of application of social marketing campaigns and a rise in price of meat. The main outcome is the average weekly consumption of meat per consumer. A secondary outcome is the likelihood of eating meat.