Theresa Marteau at the University of Cambridge and colleagues say changing behaviour across populations is key to achieving net zero as technological innovation will be insufficient. They focus on behaviour around diet and land travel, which contribute an estimated 26% and 12% of global greenhouse gas emissions, respectively.
For the public they explain that adopting a largely plant-based diet would reduce greenhouse gas emissions and improve health. Experts have suggested the possibility of increasing prices of carbon intensive foods and reducing prices of foods that are less carbon intensive.
A spokesperson said: “Complex coordinated behaviour can be mobilised by a shared, positive narrative, reflecting collective goals, alongside a clear vision, making vivid the many benefits of a net zero world.
“The development of such a vision—both global and regional—is a priority and requires co-creation by citizens, governments, and industries, informed by scientific expertise and protected from corporate interference.
“With sufficient daring from the world’s governments, the flexibility, creativity, and social nature of human behaviour can achieve a just transition to net zero thereby protecting the health of current and future generations.”