Breaking the Habit: On the Highly Habitualized Nature of Meat Consumption and Implementation Intentions as One Effective Way of Reducing It

Untangling the dairy paradox: How vegetarians experience and navigate the cognitive dissonance aroused by their dairy consumption

Most people eat meat, yet report valuing the environment, animal life, and their health, which contradicts this dietary behaviour. The psychological discomfort aroused by this value-behaviour inconsistency, and the strategies meat eaters use to resolve this unpleasant state, is termed the 'meat paradox'. Vegetarians eschew meat consumption, but the negative implications of dairy are comparable to meat. We investigated the 'dairy paradox' in a sample of vegetarians (N = 378) using an experimental design. Specifically, we tested whether vegetarians experienced cognitive dissonance after reading about the environmental, animal welfare, and health impacts of dairy consumption when compared to a control group not exposed to this information. Then, we examined to what extent perceiving dairy consumption as Natural, Necessary, Normal, Nice, or Neglectable, and denial of cows' mental states (Experience or Agency) predicted reduced cognitive dissonance. Vegetarians in the dissonance-induction condition reported experiencing significantly greater dissonance, though they more strongly rejected the justification strategies. Instead, they reported greater intentions to reduce their dairy consumption than vegetarians in the control condition. Rather than replicating findings from the meat paradox literature, these results suggest that vegetarians respond to uncomfortable feelings about their value-behaviour conflict with a greater intention to abandon the incongruent behaviour, rather than endorsing the cognitions that justify it. This research provides evidence that vegetarians experience a dairy paradox. Given the success of our study in shifting participants away from behavioural justification and toward behavioural change intentions, our findings can help guide the design of interventions seeking to reduce dairy consumption.

Gradual behaviour change towards meat reduction revisited: Applying the decisional balance scale in a Dutch study

Meat moderation is needed to mitigate climate change and to address issues related to animal welfare and public health. Yet little is known on the process that consumers go through towards meat-reduced diets. Strässner and Hartmann (2023) recently developed the decisional balance scale (DB scale) for meat reduction, in order to get a better understanding of the trade-offs that consumers encounter in this dietary shift. The current study sets out to replicate their German study in the Dutch context. A survey has been conducted among a representative sample of Dutch adults (N = 1982). Overall, the present study corroborated Strässner and Hartmann's findings. Similar to the German situation, Legitimation is the most important barrier, and the Downsides of factory farming is the most important motivator for meat reduction in the Netherlands. The present study extends the German study by comparing the DB scale with other established scales in research on meat reduction. Although several motivational elements related to the legitimacy of eating meat, health impact and production of meat appear in different instruments, the DB scale sets itself apart in adding practical elements (feasibility). Finally, the insights in the decision balance of population subgroups at different stages of behaviour change (no intention, intention, performing) showed that the further in the meat reduction process, the more the pros outweigh the cons. With this, the current study provides valuable insights in bolstering consumers in meat moderation. Our findings support the idea of a gradual shift and reveal that there is potential for acceleration in behaviour change towards meat reduction to be found in adjusting the self-evidence of high-intensity livestock farming systems and the meat-centric food consumption culture.

Social impediments to meat-eaters' adherence to critical calls for a meat-free diet: An experimental test of social norm and message source effects

Reducing meat consumption is highly effective for reducing personal carbon emissions, yet most people in Western nations still eat meat. We build on recent research highlighting that group boundaries may impede dietary change by (a) promoting pro-meat norms and (b) prohibiting critical calls for a veg* diet (vegetarian and vegan, i.e., meat-free). Past research relied on self-reports and behavioural measures of engagement, leaving open whether these effects extend to food consumption settings and ad-hoc meal choice. We conducted two pre-registered experiments in which meat-eaters read critical calls to adopt a veg* diet, either by a vegan (outgroup) or a meat-eater (ingroup). In Experiment 2, participants moreover read an article either highlighting a veg* or a meat-eating norm. We then assessed actual (Experiment 1) or hypothetical (Experiment 2) meal choice as dependent variables. As predicted, intergroup criticism (i.e., voiced by veg*s) consistently led to message rejection in comparison to the same criticism voiced by meat eaters, but we did not observe effects on meal choice. Norms neither had a main nor interaction effect on self-reports and behaviour. We discuss potential intermediary processes between engagement with and adoption of a vegan diet and derive evidence-based recommendations for constructive communication across group boundaries.

Applying the theory of behavioral choice to plant-based dietary intentions

Improving understanding of the intention to choose plant-based food is an important element of climate change mitigation. A cross-sectional survey of 454 North American adults was used to predict their dietary-change intentions from the theory of planned behavior (TPB) and the more-recently proposed theory of behavioral choice (TBC). The TPB accounted for 65 percent of the variance in intentions and the TBC accounted for a significantly greater (80 percent) proportion of variance. The strongest predictors of intention were the TBC's sense of obligation, attitude-values-affect (AVA), and habit, and the TBP's social norms. Five interactions also contributed in small but significant ways toward the accounting of the participants' food-choice intentions. Policy implications are discussed.

Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study

Consumers' growing awareness of the adverse effects of high meat consumption has led to increased attention to flexitarian or meat-reduced diets. However, most flexitarians do not significantly reduce their meat consumption and still eat many meat-based meals. This study aims to classify the large and heterogeneous consumer group of flexitarians into different profiles based on attitudinal, normative, and control beliefs about meat reduction. Being aware that consumer profiles can change over time, this study explores the dynamics of the identified profiles using a two-wave panel survey of 430 German consumers. Latent profile analysis revealed distinct flexitarian and meat-oriented consumer profiles, including three stable profiles and one non-stable profile across both waves. The findings indicate that flexitarian and meat-oriented consumer profiles differ significantly in their belief structure about meat reduction and that consumers can switch back and forth to other profiles over time. Practitioners should be aware of changes in the belief structure of flexitarian and meat-oriented consumer profiles when developing meat reduction interventions. Further research is needed to understand the reasons behind these profile shifts.

Predictors of Eating Less Meat and More Plant-Based Food in the Polish Sample

The study aimed to identify predictors of the intention to eat less meat and more plant-based foods, including attitudes towards eating meat, habitual meat eating, subjective norms, and self-identity. A cross-sectional study using CAWI (Computer-Assisted Web Interview) was conducted in a group of 1003 Polish adults in 2023. To measure the predictor variables, the following tools were used: Beliefs and Eating Habits Questionnaire (KomPAN), Meat Attachment Questionnaire (MAQ), and scales to measure subjective norms and self-identity. Logistic regression analysis was used to verify associations between independent variables, and the intentions to eat more plant-based food and less meat next year were treated as dependent variables. More respondents were willing to increase their consumption of plant-based foods rather than reduce their meat consumption. The intention to consume less meat and more plant foods was more prevalent among women, older people (only intention to reduce meat consumption), and better-educated people (only intention to increase plant food consumption). Habitual frequency of eating plant foods, negative feelings about meat, and environmentally oriented identities had a stimulating effect on the intention to eat more plant foods and less meat, while experiencing pleasure in eating meat had a limiting effect on the intention to eat more plant foods and less meat. In addition, the habitual frequency of meat consumption and subjective norms reduced the likelihood of eating less meat, while no predictive effect was observed for the intention to eat more plant foods. In conclusion, educational and promotional activities to raise awareness of the link between food consumption and the environment can have a strong impact on eating less meat and more plant-based food, even among those strongly accustomed to meat consumption.

How perceptions of meat consumption norms differ across contexts and meat consumer groups

Social norm perceptions are implicit standards describing what is typically done or seen as acceptable and have shown to be important both in sustaining meat consumption as well as facilitating meat reduction. Norm perceptions depend on individual differences and the contexts (e.g., supermarket, restaurant). Yet, evidence how norm perceptions differ within and across individuals is scarce. The primary aim of this study was to investigate how descriptive, injunctive, and personal norms perceptions favouring meat consumption differ across contexts and meat consumer groups. The second aim was to investigate how generic dynamic norm perceptions vary across meat consumer groups. British meat eaters (n = 1205, 25-65 years) participated in an online cross-sectional survey. Weekly meat, fish and meat substitute consumption was measured with the adapted Oxford Meat Frequency Questionnaire. All but dynamic norm perceptions were measured for the supermarket, restaurant and worksite cafeteria context. Dynamic norms were measured without a specified context. A two-step cluster analysis was conducted to identify meat consumer groups. Descriptive norm perceptions favouring meat consumption were strongest in supermarket and restaurant contexts, compared to the worksite cafeteria. Injunctive and personal norms favouring meat consumption were both perceived strongest in the supermarket, followed by the restaurant, and least in the worksite cafeteria context. Four meat consumer groups were identified and those with higher meat intake (i.e., Meat lovers and Exceeders) perceived norms favouring meat consumption stronger and norms favouring meat avoidance weaker than the groups with lower meat intake (i.e., Flexitarians and Moderates). While norm perceptions differed between meat consumer groups, the pattern of contextual differences is similar for these meat consumer groups. Our findings underscore the importance of considering contexts and meat consumer groups in efforts to reduce meat consumption.

Characterizing Human Habits in the Lab

Habits pose a fundamental puzzle for those aiming to understand human behavior. They pervade our everyday lives and dominate some forms of psychopathology but are extremely hard to elicit in the lab. In this Registered Report, we developed novel experimental paradigms grounded in computational models, which suggest that habit strength should be proportional to the frequency of behavior and, in contrast to previous research, independent of value. Specifically, we manipulated how often participants performed responses in two tasks varying action repetition without, or separately from, variations in value. Moreover, we asked how this frequency-based habitization related to value-based operationalizations of habit and self-reported propensities for habitual behavior in real life. We find that choice frequency during training increases habit strength at test and that this form of habit shows little relation to value-based operationalizations of habit. Our findings empirically ground a novel perspective on the constituents of habits and suggest that habits may arise in the absence of external reinforcement. We further find no evidence for an overlap between different experimental approaches to measuring habits and no associations with self-reported real-life habits. Thus, our findings call for a rigorous reassessment of our understanding and measurement of human habitual behavior in the lab.

How to entice restaurant patrons to order low-emissions meals? A meta-analysis and research agenda

Climate change mitigation is now a matter of urgency. Substantial mitigation effects can be achieved by changing consumer behavior, including food choice. Food systems generate 34% of global greenhouse emissions. Researchers can contribute to climate change mitigation by developing theory-informed interventions that entice consumers to choose low-emissions foods. This meta-analysis synthesizes past research, which developed interventions to influence food choices in restaurants and tested them experimentally. We meta-analyzed 83 interventions that aimed to entice people to choose low emissions meals. Results indicate that the primary focus of interventions developed to date is to change beliefs to alter food choices. Our meta-analysis reveals that such belief-based interventions have only a small effect particularly on food choice behavior (compared to intentions). Some alternative behavior change approaches prove to be more effective, including increasing the enjoyment associated with choosing the target meal, increasing its availability, and making it more convenient to choose. Our meta-analysis highlights that more field studies are needed. Only 25 out of 83 interventions took place in the field, with the remainder taking place in simulated restaurants (i.e., survey studies). Future research should focus on intervention mechanisms that have proven successful in the simulated restaurant context as well as on novel theoretical approaches that remain entirely unexplored, including targeting habits by either activating or deliberately disrupting them.

Enriching Psychology by Zooming Out to General Mindsets and Practices in Natural Habitats

Psychology has been "zooming in" on individuals, dyads, and groups with a narrow lens to the exclusion of "zooming out," which involves placing the targeted phenomena within more distal layers of influential context. Here, we plea for a paradigm shift. Specifically, we showcase largely hidden scientific benefits of zooming out by discussing worldwide evidence on inhabitants' habitual adaptations to colder-than-temperate and hotter-than-temperate habitats. These exhibits reveal two different types of theories. Clement-climate perspectives emphasize that generic common properties of stresses from cold and hot temperatures elicit similar effects on personality traits and psychosocial functioning. Cold-versus-heat perspectives emphasize that specific unique properties of stresses from cold and hot habitats elicit different effects on phenomena, such as speech practices and intergroup discrimination. Both zooming-out perspectives are then integrated into a complementary framework that helps identify explanatory mechanisms and demonstrates the broader added value of embedding zooming-in approaches within zooming-out approaches. Indeed, zooming out enriches psychology.

What motivates German consumers to reduce their meat consumption? Identifying relevant beliefs

High levels of meat consumption cause problems related to public health, the environment, and animal welfare. Therefore, it is crucial to improve our understanding of the drivers and barriers involved in reducing meat consumption. Using the Theory of Planned Behavior (TPB), we examined to what extent attitude, subjective norm, and perceived behavioral control (PBC) affect intention and willingness to reduce meat consumption. In line with the TPB and going beyond existing literature, we also explored which specific beliefs determine these three constructs. In 2021, we conducted an online survey with a sample representative of the German population (N = 1093). Hierarchical regression models revealed that after controlling for sociodemographic characteristics, the TPB constructs explained 55% of the variance in intention and 61% of the variance in willingness. Importantly, each of the three TPB constructs affected intention and willingness to reduce meat consumption, with attitude having the largest impact. Habit strength and past behavior in addition to the TPB constructs did not improve prediction. Multiple linear regression models showed that attitude was determined by the beliefs that reducing meat consumption leads to a healthier diet, a reduced risk of developing certain diseases, a more natural diet, and the feeling of missing meat. In contrast, environmental and animal welfare concerns showed no significant effect on attitude. Both family and friends contributed to the perceived social pressure. The beliefs of being able to prepare meat-free meals, having enough time to spend on one's diet, and being able to easily purchase meat substitutes led to higher PBC. Based on these findings, we provide recommendations for intervention strategies and derive implications for future research.

Gradual behaviour change towards meat reduction: Development and validation of a novel decisional balance scale

Meat reduction is gaining attention among consumers, marketers, policymakers and scientists. Yet little is known about decision-making processes and behaviour change towards meat reduction. This paper explores the applicability of the decisional balance (DB) framework to the field of meat reduction. A novel DB scale to measure the perceived importance of beliefs about meat reduction at different stages of behaviour change was developed and validated in two studies with German meat eaters. In Study 1 (N = 309), the item inventory was tested using an exploratory factor analysis and then validated in Study 2 (N = 809). The results yielded two higher-order DB factors (pros and cons), which were subdivided into five lower-order factors (perceived benefits of a plant-based diet, downsides of factory farming, health barriers, legitimation barriers and feasibility barriers). The pros and cons were summarised in a DB index. All DB factors and the DB index were tested for internal consistency (Cronbach's alpha ≥.70) and aspects of validity. The typical DB pattern of the pros and cons of behaviour change was confirmed: the cons outweighed the pros for consumers who did not intend to reduce meat consumption, while the pros outweighed the cons for consumers who intended to reduce meat consumption. The new DB scale for meat reduction has proven to be a suitable measure to gain insights into consumers' decision making and could be used to develop targeted meat reduction interventions.

Meat or meatless meals at lunch and dinner – exploring the associated factors and transition between meals

This study aimed to explore the factors associated with the consumption of meat vs. meatless meals and to assess the applicability of a multi-state model to describe transitions between lunch and dinner. Fifteen thousand four hundred and eight main meals (lunch and dinner) from a sample of adults (18-84 years, n = 3852) from the Portuguese Food, Nutrition and Physical Activity Survey (IAN-AF 2015-2016) were categorised as meat, fish, ovolactovegetarian or snack. Adjusted generalised-mixed-effects models were used to explore the associations and a time-homogeneous Markov-multi-state model was applied to study the transitions. Women, older and higher educated individuals presented higher odds of consuming meatless meals and lower hazard of transitioning to meat in the following main meal. Strategies for replacing meat with more sustainable foods should be specific towards different population groups. Studying transitions across main meals, using multi-state models, can support the development of feasible, realistic and group-specific strategies to replace meat and promote dietary variety.

Evaluation of OPTIMISE (Online Programme to Tackle Individual's Meat Intake Through Self-regulation): Cohort Study

BACKGROUND

There is an urgent need to reduce society's meat consumption to help mitigate climate change and reduce noncommunicable diseases.

OBJECTIVE

This study aimed to investigate changes in meat intake after participation in an online, multicomponent, self-regulation intervention.

METHODS

We conducted a pre-post observational study among adult meat eaters in the United Kingdom who signed up to a website offering support based on self-regulation theory to reduce meat consumption. The program lasted 9 weeks (including a 1-week baseline phase, a 4-week active intervention phase, and a 4-week maintenance phase), comprising self-monitoring, goal setting, action planning, and health and environmental feedback. Meat intake was estimated during weeks 1, 5, and 9 using a 7-day meat frequency questionnaire. We analyzed the change in mean daily meat intake from baseline to week 5 and week 9 among those reporting data using a hierarchical linear mixed model. We assessed changes in attitudes toward meat consumption by questionnaire and considered the acceptability and feasibility of the intervention.

RESULTS

The baseline cohort consisted of 289 participants, of whom 77 were analyzed at week 5 (26.6% of the baseline sample) and 55 at week 9 (71.4% of the week 5 sample). We observed large reductions in meat intake at 5 and 9 weeks: -57 (95% CI -70 to -43) g/day (P<.001) and -49 (95% CI -64 to -34) g/day (P<.001), respectively. Participants' meat-free self-efficacy increased, meat-eating identities moved toward reduced-meat and non-meat-eating identities, and perceptions of meat consumption as the social norm reduced. Participants who completed the study reported high engagement and satisfaction with the intervention.

CONCLUSIONS

Among people motivated to engage, this online self-regulation program may lead to large reductions in meat intake for more than 2 months, with promising signs of a change in meat-eating identity toward more plant-based diets. This digital behavior change intervention could be offered to complement population-level interventions to support reduction of meat consumption.

Habit formation in context: Context‐specific and context‐free measures for tracking fruit consumption habit formation and behaviour

OBJECTIVES

Interventions promoting habitual fruit consumption have the potential to bring about long-term behaviour change. Assessing the effectiveness of such interventions requires adequate habit and behaviour measures. Habits are based on learned context-behaviour associations, so measures that incorporate context should be more sensitive to expected habit and behaviour changes than context-free measures. This study compared context-specific and context-free measures of fruit consumption habit and behaviour following a 3-week habit formation intervention.

DESIGN

Prospective online study (n = 58).

METHODS

Behaviour frequency was assessed across five timepoints, retrospectively (Time 1 [T1], T5) or via daily diary data (uploaded weekly at T2, T3 and T4). Habit strength was assessed before (T1) and immediately after the intervention (T4), and again 2 weeks later (T5). Analyses of variance were run, with time and context specificity as within-subject factors, and habit and behaviour frequency as dependent measures.

RESULTS

An interaction between time and context specificity was found in both analyses (habit: F(2,114) = 12.848, p < .001, part.η²  = .184; behaviour: F(2,114) = 6.714, p = .002, part.η²  = .105). Expected habit formation patterns 5 weeks post-baseline were only detected by the context-specific habit measure. Likewise, increased behaviour frequency was only found when the target context was specified (p's < .001).

CONCLUSIONS

Assessments of purposeful dietary habit and behaviour change attempts should incorporate context-specific measurement.

Effectiveness of an Online Programme to Tackle Individual's Meat Intake through SElf-regulation (OPTIMISE): A randomised controlled trial

PURPOSE

A reduction in meat intake is recommended to meet health and environmental sustainability goals. This study aimed to evaluate the effectiveness of an online self-regulation intervention to reduce meat consumption.

METHODS

One hundred and fifty one adult meat eaters were randomised 1:1 to a multi-component self-regulation intervention or an information-only control. The study lasted 9 weeks (1-week self-monitoring; 4-week active intervention; and 4-week maintenance phase). The intervention included goal-setting, self-monitoring, action-planning, and health and environmental feedback. Meat intake was estimated through daily questionnaires in weeks 1, 5 and 9. The primary outcome was change in meat consumption from baseline to five weeks. Secondary outcomes included change from baseline to nine weeks and change in red and processed meat intake. We used linear regression models to assess the effectiveness of all the above outcomes.

RESULTS

Across the whole sample, meat intake was 226 g/day at baseline, 118 g/day at five weeks, and 114 g/day at nine weeks. At five weeks, the intervention led to a 40 g/day (95%CI - 11.6,- 67.5, P = 0.006) reduction in meat intake, including a 35 g/day (95%CI - 7.7, - 61.7, P = 0.012) reduction in red and processed meat, relative to control. There were no significant differences in meat reduction after the four-week maintenance phase (- 12 g/day intervention vs control, 95% CI 19.1, - 43.4, P = 0.443). Participants said the intervention was informative and eye-opening.

CONCLUSION

The intervention was popular among participants and helped achieve initial reductions in meat intake, but the longer-term reductions did not exceed control.

TRIAL REGISTRATION

ClinicalTrials.gov NCT04961216, 14th July 2021, retrospectively registered.

Examining COVID-19-Related Changes toward More Climate-Friendly Food Consumption in Germany

The present study examined the overall potential that the COVID-19 pandemic and its restrictions have for the promotion of climate-friendly food consumption in Germany. We looked at COVID-19-related changes in people’s climate-friendly food-consumption behaviors by comparing retrospectively self-reported performances between the time period in which the COVID-19 restrictions were in place and the pre-COVID-19 period. Furthermore, we examined the durability of such COVID-19-related changes with regard to an imagined post-COVID-19 period and the role of people’s personal climate-protection norms in COVID-19-related behavioral changes. To do so, we conducted two online surveys in June/July 2020 with German consumers: (a) an online study in a sample that was representative of the German population (NCOR1 = 3092) and (b) another online study in a smaller sample of German consumers (NCOR2 = 300). Altogether, the data from both surveys indicated several COVID-19-related changes toward more climate-friendly food consumption, not only during the COVID-19 pandemic and its restrictions, but also with regard to long-term changes in a potential post-COVID-19 period. Furthermore, our results also provide initial empirical evidence that people’s personal climate-protection norms are relevant moderating factors of these short- and long-term COVID-19-related behavioral changes.

Meating Conflict: Toward a Model of Ambivalence-Motivated Reduction of Meat Consumption

An increasing number of people are concerned about eating meat, despite enjoying doing so. In the present research, we examined whether the desire to resolve this ambivalence about eating meat leads to a reduction in meat consumption. Our model of ambivalence-motivated meat reduction proposes that the pervasive nature of evaluative conflict motivates meat avoidance, and we highlight two potential mechanisms involved: the anticipation of ambivalence reduction through behavioral change, and information seeking for contents that facilitate meat reduction. Study 1 drew on a cross-sectional 6-day food diary with 7485 observations in a quota sample to investigate why meat-related ambivalence arises and to demonstrate the correlation of ambivalence with meat reduction. Two experiments investigated the causal direction of this association by showing that ambivalence-induced discomfort motivated participants to eat less meat when they introspected on their preexisting incongruent evaluations (Study 2 and 3), which was mediated by the aforementioned mechanisms involved (Study 3; preregistered). The studies utilized diverse samples from Germany, England, and the US (total N = 1192) and support the proposed model by indicating that behavioral change is an important coping strategy to resolve ambivalent discomfort in the context of meat consumption. Our model of ambivalence-motivated meat reduction contributes to theorizing on the consequences of ambivalence and the psychology of (not) eating meat.

Towards reduced meat consumption: A systematic literature review of intervention effectiveness, 2001-2019

A reduction of meat consumption and shift to plant-based diets, especially in industrialized countries, is acknowledged as crucial for reaching climate targets, addressing public health problems, and protecting animal welfare. While scholarly research distilled drivers of meat consumption and barriers to its reduction, insights into the effectiveness of measures to initiate such a profound change in consumer behaviour are relatively scarce. This paper presents a systematic literature review on consumption-side interventions in the context of meat consumption across scholarly disciplines. Our analysis confirms that existing research predominantly assessed interventions addressing personal factors of behavioural change such as knowledge and emotions. Whether these interventions are effective depends on whether information (i) is provided on health, animal welfare or environmental effects, (ii) is emotionally or cognitively framed, and (iii) is aligned with consumers' information needs. Moreover, linking meat to living animals or to the humanness of animals activates negative emotions and, thus, reduces meat consumption. Further, increasing the visibility and variety of vegetarian dishes in food environments decreases meat-eating. Also, educational courses on how to shop and cook vegetarian food are effective in reducing meat consumption. There is less evidence on the effectiveness of interventions addressing socio-cultural factors such as social norms. Regarding future research directions, existing research mainly investigated the influence of interventions on attitudes and behavioural intentions. Hence, there is still a need for studies to assess more long-term effects of intervention measures on actual meat consumption and their potential to initiate fundamental changes in dietary habits.

A Habit-Based Randomised Controlled Trial to Reduce Sugar-Sweetened Beverage Consumption: the Impact of the Substituted Beverage on Behaviour and Habit Strength

BACKGROUND

Excess sugar consumption has been linked to numerous negative health outcomes, such as obesity and type II diabetes. Reducing sugar-sweetened beverage (SSB) consumption may reduce sugar intake and thus improve health. The aim of the study was to test the impact of the potentially different rewarding nature of water or diet drinks as replacements for SSB, using a habit and implementation intention-based intervention.

METHOD

An online randomised, two-arm parallel design was used. One hundred and fifty-eight participants (mainly from the UK and USA) who regularly consumed SSBs (M_age = 31.5, 51% female) were advised to create implementation intentions to substitute their SSB with either water or a diet drink. Measures of SSB consumption, habit strength and hedonic liking were taken at baseline and at 2 months. Water or diet drink consumption was only measured at 2 months.

RESULTS

There was a large and significant reduction in SSB consumption and self-reported SSB habits for both the water and diet drink groups, but no difference between groups. There were no differences in hedonic liking for the alternative drink, alternative drink consumption and alternative drink habit between the two groups. Reduction in SSB hedonic liking was associated with reduced SSB consumption and habit.

CONCLUSION

This study demonstrates that an implementation intention-based intervention achieved substantial reductions in SSB consumption and habits. It also indicates that hedonic liking for SSBs and alternative drinks are associated with changes in consumption behaviour. Substituting SSBs with water or diet drinks was equally as effective in reducing SSB consumption.

Two Birds, One Stone: The Effectiveness of Health and Environmental Messages to Reduce Meat Consumption and Encourage Pro-environmental Behavioral Spillover

There is a growing consensus that reducing excess meat consumption will be necessary to meet climate change targets, whilst also benefitting people’s health. Strategies aimed at encouraging reduced meat consumption also have the potential to promote additional pro-environmental behaviors through behavioral spillover, which can be catalyzed through an increased pro-environmental identity. Based on this, the current study tested the effectiveness of a randomized two-week messaging intervention on reducing red and processed meat consumption and encouraging pro-environmental behavioral spillover. Participants were undergraduate students in the United Kingdom (n = 320 at baseline) randomly allocated to four conditions in which they received information about the health, environmental, or combined (health and environmental) impacts of meat consumption, and a no-message control. The results showed that receiving information on the health and/or environmental impacts of meat was effective in reducing red and processed meat consumption compared to the control group during the intervention period, with some effects remaining one-month later. However, the intervention did not have any effect on pro-environmental identity and there was little evidence of behavioral spillover. Implications for future research and interventions aimed at reducing meat consumption are discussed.

Using consumption and reward simulations to increase the appeal of plant-based foods

The production of meat is a main contributor to current dangerous levels of greenhouse gas emissions. However, the shift to more plant-based diets is hampered by consumers finding meat-based foods more attractive than plant-based foods. How can plant-based foods best be described to increase their appeal to consumers? Based on the grounded cognition theory of desire, we suggest that descriptions that trigger simulations, or re-experiences, of eating and enjoying a food will increase the attractiveness of a food, compared to descriptions emphasizing ingredients. In Study 1, we first examined the descriptions of ready meals available in four large UK supermarkets (N = 240). We found that the labels of meat-based foods contained more references to eating simulations than vegetarian foods, and slightly more than plant-based foods, and that this varied between supermarkets. In Studies 2 and 3 (N = 170, N = 166, pre-registered), we manipulated the labels of plant-based and meat-based foods to either include eating simulation words or not. We assessed the degree to which participants reported that the description made them think about eating the food (i.e., induced eating simulations), and how attractive they found the food. In Study 2, where either sensory or eating context words were added, we found no differences with control labels. In Study 3, however, where simulation-based labels included sensory, context, and hedonic words, we found that simulation-based descriptions increased eating simulations and attractiveness. Moreover, frequent meat eaters found plant-based foods less attractive, but this was attenuated when plant-based foods were described with simulation-inducing words. We suggest that language that describes rewarding eating experiences can be used to facilitate the shift toward healthy and sustainable diets.

Environmentally Sustainable Food Consumption: A Review and Research Agenda From a Goal-Directed Perspective

The challenge of convincing people to change their eating habits toward more environmentally sustainable food consumption (ESFC) patterns is becoming increasingly pressing. Food preferences, choices and eating habits are notoriously hard to change as they are a central aspect of people's lifestyles and their socio-cultural environment. Many people already hold positive attitudes toward sustainable food, but the notable gap between favorable attitudes and actual purchase and consumption of more sustainable food products remains to be bridged. The current work aims to (1) present a comprehensive theoretical framework for future research on ESFC, and (2) highlight behavioral solutions for environmental challenges in the food domain from an interdisciplinary perspective. First, starting from the premise that food consumption is deliberately or unintentionally directed at attaining goals, a goal-directed framework for understanding and influencing ESFC is built. To engage in goal-directed behavior, people typically go through a series of sequential steps. The proposed theoretical framework makes explicit the sequential steps or hurdles that need to be taken for consumers to engage in ESFC. Consumers need to positively value the environment, discern a discrepancy between the desired versus the actual state of the environment, opt for action to reduce the experienced discrepancy, intend to engage in behavior that is expected to bring them closer to the desired end state, and act in accordance with their intention. Second, a critical review of the literature on mechanisms that underlie and explain ESFC (or the lack thereof) in high-income countries is presented and integrated into the goal-directed framework. This contribution thus combines a top-down conceptualization with a bottom-up literature review; it identifies and discusses factors that might hold people back from ESFC and interventions that might promote ESFC; and it reveals knowledge gaps as well as insights on how to encourage both short- and long-term ESFC by confronting extant literature with the theoretical framework. Altogether, the analysis yields a set of 33 future research questions in the interdisciplinary food domain that deserve to be addressed with the aim of fostering ESFC in the short and long term.

Qualitative Evaluation of the STOEMP Network in Ghent: An Intersectoral Approach to Make Healthy and Sustainable Food Available to All

The STOEMP network is, to our knowledge, one of the first initiatives to bring different sectors together in a municipality so as to increase accessibility to healthy and sustainable foods for all, with particular attention for the disadvantaged population. This qualitative study aimed to gain an in-depth insight into how the STOEMP network aims to reach its goal of making healthy, sustainable food available to everyone, through an intersectoral, collaborative process, exploring the facilitators and challenges of taking a systems-oriented approach to achieving this. Interviews were conducted among 15 stakeholders of the STOEMP network between March-July 2019 in Ghent (Belgium). Factors that facilitated the development and work of the network are reported, including having an external, neutral process manager, shared values, multisector engagement, enthusiasm, resources, and sense of ownership, as well as the barriers that were faced, such as time issues, uncertainty regarding continuation and funding, and discrepancy in visions. These issues reflect the strengths and challenges of taking a systems approach that aims to formulate solutions to widening access to healthy and sustainable foods. STOEMP would like to influence policy and thereby strengthen its impact, but needs further discussions to collectively formulate exact needs.

Precision Medicine in Lifestyle Medicine: The Way of the Future?

Precision medicine has captured the imagination of the medical community with visions of therapies precisely targeted to the specific individual's genetic, biological, social, and environmental profile. However, in practice it has become synonymous with genomic medicine. As such its successes have been limited, with poor predictive or clinical value for the majority of people. It adds little to lifestyle medicine, other than in establishing why a healthy lifestyle is effective in combatting chronic disease. The challenge of lifestyle medicine remains getting people to actually adopt, sustain, and naturalize a healthy lifestyle, and this will require an approach that treats the patient as a person with individual needs and providing them with suitable types of support. The future of lifestyle medicine is holistic and person-centered rather than technological.

Meat avoidance: motives, alternative proteins and diet quality in a sample of Swiss consumers

Objective:

Diets lower in meat are considered both highly beneficial for human health and more environmentally friendly. The present study compared consumer groups with different self-declared diet styles regarding meat (vegetarians/vegans, pescatarians, low- and regular meat consumers) in terms of their motives, protein consumption, diet quality and weight status.

Design:

Cross-sectional data from the Swiss Food Panel 2.0 (survey 2017).

Setting:

Switzerland, Europe.

Participants:

Data of 4213 Swiss adults (47·4 % females) from a nationally representative sample living in the German- and French-speaking regions of Switzerland (mean age 55·4 years).

Results:

For vegetarians, vegans and pescatarians, ethical concerns about animal welfare and environmental friendliness, as well as taste preferences are stronger reasons to avoid meat consumption. Female low-meat consumers are more likely to be motivated by weight regulation. Only 18 % of the sample and 26 % of self-declared low-meat consumers met the official dietary recommendations for meat intake. Concerns about animal welfare and taste preferences predicted lower meat intake, whereas perceived difficulty of practising a low-meat diet and weight-loss motives were associated with higher meat consumption in consumers who reported eating little or no meat.

Conclusions:

Our study demonstrates that there can be large discrepancies between consumers’ self-perception and their actual meat consumption. This has to be taken into account when designing public health interventions. Addressing ethical concerns about animal welfare (e.g. through awareness campaigns), further improving the range of vegetarian options and increasing consumers’ knowledge about the dietary recommendations may be ways to promote diets lower in meat.