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Globalization of unsustainable food-consumption : Trade policies , producer lobbies and beef consumption in North East Asia

Two perspectives on the global diffusion of Western consumption patterns are often promoted. According to the first “economistic” perspective, such diffusion is a natural outcome of “taste convergence” following the eradication of trade barriers and economic growth supported by the diffusion of Western culture and lifestyles. According to a contrasting “political economy” perspective, westernization of consumption patterns may be the outcome of intra-state competition over export markets and intraand inter-state lobbying by producer interests together imposing consumption changes in a more coercive way on non-Western societies. In the following, we study the dynamics behind the recent trend towards increasing beef consumption in North East Asia (Japan, Korea) more closely in the light of these hypotheses. This focus is based on the fact that beef is one of the most environmentally troublesome commodities as it is energy, land, water and pollution intensive. Historically, low consumption levels of beef in North East Asia were the outcome of successful ecological adaptations between man and land. Graindominated diets have permitted high population densities and less energy consumption, as calorie yields from areas planted with cereals are high. Meat consumption has generally been modest and largely supplied by less energy consuming poultry and pork. However, during the 1990s, there has been a shift towards consumption of more beef. While increasing income in North East Asia