This thesis set out to investigate Norwegians’ attitudes towards beef consumption. UNEP calls for a worldwide dietary change, away from animal products. Still, the Norwegian authorities do not address the problem of consumption levels. The issue is left for the consumer to solve. The role of beef in the Norwegian diet needs to be challenged, and the responsibility of the consumer needs to be emphasized. The production and consumption of beef is today causing environmental degradation and contributing to climate change. The inefficient feed conversion rate of beef poses a serious threat to food security and water access globally. As the consumption of beef has been steadily increasing throughout the past fifty years, the Norwegian population consumes more beef than the Norwegian agricultural sector is able to produce. Not only does beef consumption pose serious threat to animal welfare and the environment, it also is linked to health issues. Dairy-and beef production is vital in securing food production in Norway today. The economic and political incentives of the agricultural sector have led the public debate about beef consumption to be largely neglected. By looking at some Norwegian consumers’ attitude towards beef, I seek to investigate the potential for reducing the overall level of beef consumption. To what extent is beef consumption linked to climate change and environmental degradation and how do consumers react to this issue?