A chicken weighs 1.83kg, so taking this survey data literally would mean that survey respondents are consuming 11.6 chickens per year and respondents in the treatment group reduce their consumption by 0.26 servings per week, which assuming treatment effects continue to hold and don’t decline (a strong assumption) and projecting those effects out annually, would be a reduction of roughly 1.1 chickens per year per respondent.
Does your calculation account for the fact that only part of the chicken actually gets converted into meat that is eaten? There are approximately 9 billion chickens slaughtered each year in the United States (a country of roughly 300 million people), so the mean consumption should be around 30 chickens a year.
I did not take that into account; that’s a good point. I think further research would be needed to nail down that figure more precisely. However, the entire calculation is already pretty speculative, so I’m not too concerned about some of the figures being loose. Sounds like this oversight would make veg ads look even better, which is nice to hear and could help balance out likely errors in the other direction.
Does your calculation account for the fact that only part of the chicken actually gets converted into meat that is eaten? There are approximately 9 billion chickens slaughtered each year in the United States (a country of roughly 300 million people), so the mean consumption should be around 30 chickens a year.
I did not take that into account; that’s a good point. I think further research would be needed to nail down that figure more precisely. However, the entire calculation is already pretty speculative, so I’m not too concerned about some of the figures being loose. Sounds like this oversight would make veg ads look even better, which is nice to hear and could help balance out likely errors in the other direction.