“I’d rather go broke than not buy that sheep”: a socio-ecological exploration of meat consumption in a low-income South African community

Meat consumption is on the rise in low- and middle-income countries such as South Africa, contributing toward myriad environmental and health repercussions, including the non-communicable disease crisis. However, most research on the topic is individual-focused and originates from high-income, Western contexts. Five qualitative focus groups held with residents of a low-income community in Cape Town (n = 42) revealed that meat consumption was deeply embedded in participants’ daily lives, shaped by strong Xhosa cultural norms, gender roles, social expectations and signaling, and a food environment characterized by the high availability and affordability of meat. Plant-based meals were often perceived as untraditional, insufficient, inconvenient, or inaccessible. Health concerns motivated some openness to dietary change, with participants favoring moderation, use of affordable meat alternatives like soy, and the adaptation of familiar recipes. These findings highlight that meat consumption operates as a socio-cultural practice rather than an individual choice. Reducing meat consumption in similar communities will require multi-level, equity-oriented interventions that improve the accessibility, affordability, and desirability of plant-based foods, while respecting cultural contexts and leveraging trusted institutions such as schools, healthcare services, and community networks.