Perceived Message Effectiveness of the Meatless Monday Campaign: An Experiment With US Adults.
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- Record sourced from PubMed, PMID 35324262.
- Also identified by DOI 10.2105/AJPH.2022.306766 and PMC identifier 9010929.
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Abstract
Given the negative health and environmental impacts of red meat consumption, reducing red meat intake in the United States is important for both human and planetary well-being. To experimentally evaluate the impact of health-focused and environment-focused messages from the Meatless Monday campaign, we conducted an online randomized experiment among US adults aged 18 years or older (n = 1244). Compared with control messages, health-focused and environment-focused Meatless Monday messages led to significantly higher perceived message effectiveness and increased intention to reduce meat consumption. (<i>Am J Public Health</i>. 2022;112(5):724-727. https://doi.org/10.2105/AJPH.2022.306766).
Medical subject headings
- Feeding Behavior
- Meat