Reducing dietary emissions is critical for climate mitigation. Replacing beef, with its disproportionately high carbon footprint, with alternative proteins can align diets with sustainability goals, ensure nutritional adequacy, and yield health co-benefits. However, as food choices are intertwined with identity, cultural traditions, and social norms, understanding how these factors influence beef consumption is essential. Using survey data from six European countries, we investigate drivers and perceptions of beef consumption and identify barriers and enablers to its reduction. Our analysis confirms a clear relation between norms and consumption, and reveals a significant gap between perceived social norms and actual beef consumption levels, indicating the potential for consumption reductions through norm-based interventions. The findings highlight the need for targeted food demand policies sensitive to cultural contexts to maximize their effectiveness in promoting sustainable diets.

Keywords: Beef Consumption, Sustainable Diets, Social Norms and Food Consumption, Food Systems Transformation