Santos, SofiaFogarty, Serina2020-11-122020-11-122020-01-152020-01-03http://hdl.handle.net/10362/107005This paperinvestigates the environmental legitimacy of the Irish meat industry from the perspective of the consumer. Specifically, the focus lies on the new context surrounding the meat industry and uses the legitimacy theoryas a framework to address a possible legitimacy gap regarding the environmental activity of these firms. A quantitative questionnaire of 302consumers revealed 3 clusters based on their meat intake. Each cluster indicates a positive overall opinion of these firms, however, their environmental performance is considered weak and imposes a threat to legitimacy. The findings are examined to reveal implications for these firms on which strategic recommendations are constructed.engEnvironmental legitimacyMeat consumptionConsumer perceptionCommunicationmaster thesis202495809