to make more people vegetarian
You don't necessarily need people to go full vegetarian. Just eating less meat is a much easier sell. If 2 people eat 1/2 as much meat as they otherwise would, that's just as good as 1 person going full vegetarian.
The type of meat also matters. Beef is much higher in greenhouse gas emissions than any other type of meat. So if you just switch beef for, say, chicken or pork, you're already doing a lot better.
