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

ABSTRACT: 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

SUBMITTER: Wolstenholme E 

PROVIDER: S-EPMC7575709 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature