Abstract From preventing the sale of poisonous food to influencing the availability and cultural ... more Abstract From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. The goals and mechanisms used by such policies have been the source of much debate, particularly as mounting evidence reveals the current food system's instability. Systems of production have become increasingly unsustainable and a variety of strategies exist that could contribute to creating a sustainable food system. Policy strategies need to be unified, addressing common goals and target groups, as no single mechanism is sufficient to address the many components of widespread behavior change necessary to promote environmental nutrition.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
The proportion of the British population reducing their consumption of animal food products has i... more The proportion of the British population reducing their consumption of animal food products has increased dramatically over the last decade, while vegetarian and vegan options are now widely available in supermarkets and restaurants across the UK. This phenomenon presents vital benefits for climate change, environmental degradation, human health and animal welfare. Yet, little research has investigated the rapidly growing trend. A broader understanding of the decision to reduce one's consumption and the cognitive, social and physical processes involved in maintaining dietary changes is essential for policy makers, campaigners and researchers working toward a sustainable future. Meat reduction and vegan campaigns by non-governmental organisations serve as a primary promoter of reduction and present a unique opportunity to research reducers when they may first be seeking a dietary transition. The theoretical framework employed within this dissertation combines the first comprehensive model of behaviour change, the Behaviour Change Wheel (Michie, Atkins and West 2014), with the fields of social consumption and sustainable and ethical consumption to analyse the reducer and the reduction process through a more comprehensive framework. A mixed-methods approach has been used to investigate the barriers, motivators and goals of participants in seven UK-based meat reduction and vegan campaigns through focus groups (n=33) and a longitudinal web-based survey (n=1,587). To the best of the researcher's knowledge, this represents the most comprehensive study of reducers and reduction campaigns to date. Interviews with campaign staff (n=13) and an examination of campaign messaging and strategies have been used to further analyse campaign participation and the reduction process. Findings reveal key trends within highly diverse approaches to reduction, including a reduction hierarchy that prioritises red meat and neglects fish and egg reduction through a tendency for small, gradual dietary changes. While meat reducers were likely to be successful on a short-term basis, they were unlikely to maintain reductions over a prolonged period. Those with the greatest levels of abstention were, instead, the most likely to meet their reduction goals. Animal protection also emerged as key for many reducers, potentially creating a new perspective-a mindshift-that re-positions the animal source within the consumption process. Findings suggest that policy makers, campaigners and advocates need to consider the psycho-social element within the reduction process, with the potential for a wide variety of consumer types and, importantly, the need to not simply address what is consumed but to address normative omnivorous consumption that is formed around a meat component and devalues meatless meals.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
This is a PDF file of an article that has undergone enhancements after acceptance, such as the ad... more This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article. Please note that, during the production process, errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.
This dataset includes a longitudinal survey administered at six points over a 12 month period to ... more This dataset includes a longitudinal survey administered at six points over a 12 month period to participants of UK-based meat reduction and vegan campaigns, collected from July 2016 through June 2017. This portion of the dataset includes information on participants' reported consumption, previous dietary changes, and planned dietary changes. The data was collected as part of a PhD research project by Dr Trent Grassian at the University of Kent. Participant focus groups were also held alongside the survey.
From preventing the sale of poisonous food to influencing the availability and cultural significa... more From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. The goals and mechanisms used by such policies have been the source of much debate, particularly as mounting evidence reveals the current food system's instability. Systems of production have become increasingly unsustainable and a variety of strategies exist that could contribute to creating a sustainable food system. Policy strategies need to be unified, addressing common goals and target groups, as no single mechanism is sufficient to address the many components of widespread behavior change necessary to promote environmental nutrition.
Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st ... more Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n = 1539). Drawing on Michie, Atkins, et al. (2014) and Michie, West, et al. (2014)'s Behavior Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved transitions generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen’s incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend...
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
The proportion of the British population reducing their consumption of animal food products has i... more The proportion of the British population reducing their consumption of animal food products has increased dramatically over the last decade, while vegetarian and vegan options are now widely available in supermarkets and restaurants across the UK. This phenomenon presents vital benefits for climate change, environmental degradation, human health and animal welfare. Yet, little research has investigated the rapidly growing trend. A broader understanding of the decision to reduce one's consumption and the cognitive, social and physical processes involved in maintaining dietary changes is essential for policy makers, campaigners and researchers working toward a sustainable future. Meat reduction and vegan campaigns by non-governmental organisations serve as a primary promoter of reduction and present a unique opportunity to research reducers when they may first be seeking a dietary transition. The theoretical framework employed within this dissertation combines the first comprehens...
This report includes findings from online surveys tracking the dietary habits, goals, perceived b... more This report includes findings from online surveys tracking the dietary habits, goals, perceived barriers, and motivators for participants in seven reduction and vegan campaigns in the UK over a six-month period. This includes the largest sample of meat reducers, pescatarians, vegetarians, and vegans (veg*ns) in any research project to date (n=1,587) and also includes findings from participant focus groups (n=33) and interviews with campaign staff members (n=13).
Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21 st... more Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21 st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n=1,539). Drawing on Michie et al. (2014)'s Behaviour Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved transitions generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.
Environmental Nutrition: Connecting Health and Nutrition with Environmentally Sustainable Diets, 2019
From preventing the sale of poisonous food to influencing the availability and cultural significa... more From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. This chapter explores some of the ways that policy can be used to create an environmentally nutritious food system.
Abstract From preventing the sale of poisonous food to influencing the availability and cultural ... more Abstract From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. The goals and mechanisms used by such policies have been the source of much debate, particularly as mounting evidence reveals the current food system's instability. Systems of production have become increasingly unsustainable and a variety of strategies exist that could contribute to creating a sustainable food system. Policy strategies need to be unified, addressing common goals and target groups, as no single mechanism is sufficient to address the many components of widespread behavior change necessary to promote environmental nutrition.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
The proportion of the British population reducing their consumption of animal food products has i... more The proportion of the British population reducing their consumption of animal food products has increased dramatically over the last decade, while vegetarian and vegan options are now widely available in supermarkets and restaurants across the UK. This phenomenon presents vital benefits for climate change, environmental degradation, human health and animal welfare. Yet, little research has investigated the rapidly growing trend. A broader understanding of the decision to reduce one's consumption and the cognitive, social and physical processes involved in maintaining dietary changes is essential for policy makers, campaigners and researchers working toward a sustainable future. Meat reduction and vegan campaigns by non-governmental organisations serve as a primary promoter of reduction and present a unique opportunity to research reducers when they may first be seeking a dietary transition. The theoretical framework employed within this dissertation combines the first comprehensive model of behaviour change, the Behaviour Change Wheel (Michie, Atkins and West 2014), with the fields of social consumption and sustainable and ethical consumption to analyse the reducer and the reduction process through a more comprehensive framework. A mixed-methods approach has been used to investigate the barriers, motivators and goals of participants in seven UK-based meat reduction and vegan campaigns through focus groups (n=33) and a longitudinal web-based survey (n=1,587). To the best of the researcher's knowledge, this represents the most comprehensive study of reducers and reduction campaigns to date. Interviews with campaign staff (n=13) and an examination of campaign messaging and strategies have been used to further analyse campaign participation and the reduction process. Findings reveal key trends within highly diverse approaches to reduction, including a reduction hierarchy that prioritises red meat and neglects fish and egg reduction through a tendency for small, gradual dietary changes. While meat reducers were likely to be successful on a short-term basis, they were unlikely to maintain reductions over a prolonged period. Those with the greatest levels of abstention were, instead, the most likely to meet their reduction goals. Animal protection also emerged as key for many reducers, potentially creating a new perspective-a mindshift-that re-positions the animal source within the consumption process. Findings suggest that policy makers, campaigners and advocates need to consider the psycho-social element within the reduction process, with the potential for a wide variety of consumer types and, importantly, the need to not simply address what is consumed but to address normative omnivorous consumption that is formed around a meat component and devalues meatless meals.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
This is a PDF file of an article that has undergone enhancements after acceptance, such as the ad... more This is a PDF file of an article that has undergone enhancements after acceptance, such as the addition of a cover page and metadata, and formatting for readability, but it is not yet the definitive version of record. This version will undergo additional copyediting, typesetting and review before it is published in its final form, but we are providing this version to give early visibility of the article. Please note that, during the production process, errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.
This dataset includes a longitudinal survey administered at six points over a 12 month period to ... more This dataset includes a longitudinal survey administered at six points over a 12 month period to participants of UK-based meat reduction and vegan campaigns, collected from July 2016 through June 2017. This portion of the dataset includes information on participants' reported consumption, previous dietary changes, and planned dietary changes. The data was collected as part of a PhD research project by Dr Trent Grassian at the University of Kent. Participant focus groups were also held alongside the survey.
From preventing the sale of poisonous food to influencing the availability and cultural significa... more From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. The goals and mechanisms used by such policies have been the source of much debate, particularly as mounting evidence reveals the current food system's instability. Systems of production have become increasingly unsustainable and a variety of strategies exist that could contribute to creating a sustainable food system. Policy strategies need to be unified, addressing common goals and target groups, as no single mechanism is sufficient to address the many components of widespread behavior change necessary to promote environmental nutrition.
Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st ... more Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n = 1539). Drawing on Michie, Atkins, et al. (2014) and Michie, West, et al. (2014)'s Behavior Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved transitions generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen’s incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend...
There are several people to whom I have a great deal of gratitude for their assistance in this pr... more There are several people to whom I have a great deal of gratitude for their assistance in this project. I would like to thank Joss Lake, who convinced me to embark on this project in the first place and provided invaluable advice throughout the writing process. I am indebted to Noreen Baris, as well as all of the wonderful folks in Special Collections & Archives. First, I am happy I was able to put Noreen's incredibly organized files to some use! And, I would also like to thank her for responding to the wide variety of questions I asked her throughout the year. Additionally, I spent a significant amount of time at Special Collections throughout the year and every person in that section of the Olin Library was amazingly kind and helpful. They always provided me with the files I needed and kept them for me in case I returned. I would also like to thank Professor Margot Weiss, whose amazing advice and feedback over the past few months contributed greatly to my work. I cannot comprehend the enormous, positive impact she has had upon this project and my researching and writing abilities in general. I feel incredibly fortunate to have been able to work with Professor Weiss, whose input was immeasurably helpful. I would also like to thank Jennifer Tucker, Betsy Traube, Gina Ulysse, and Claire Potter, all of whom contributed to my understandings of my writing topic and methodology. Also, thank you Tatiana Sabin for her support and editing. Finally, I would like to thank Jordan Collins, my unofficial editor, who always figured out how to make the unworkable sentences work, kept me from napping, and was my support throughout the entire research and writing process.
The proportion of the British population reducing their consumption of animal food products has i... more The proportion of the British population reducing their consumption of animal food products has increased dramatically over the last decade, while vegetarian and vegan options are now widely available in supermarkets and restaurants across the UK. This phenomenon presents vital benefits for climate change, environmental degradation, human health and animal welfare. Yet, little research has investigated the rapidly growing trend. A broader understanding of the decision to reduce one's consumption and the cognitive, social and physical processes involved in maintaining dietary changes is essential for policy makers, campaigners and researchers working toward a sustainable future. Meat reduction and vegan campaigns by non-governmental organisations serve as a primary promoter of reduction and present a unique opportunity to research reducers when they may first be seeking a dietary transition. The theoretical framework employed within this dissertation combines the first comprehens...
This report includes findings from online surveys tracking the dietary habits, goals, perceived b... more This report includes findings from online surveys tracking the dietary habits, goals, perceived barriers, and motivators for participants in seven reduction and vegan campaigns in the UK over a six-month period. This includes the largest sample of meat reducers, pescatarians, vegetarians, and vegans (veg*ns) in any research project to date (n=1,587) and also includes findings from participant focus groups (n=33) and interviews with campaign staff members (n=13).
Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21 st... more Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21 st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n=1,539). Drawing on Michie et al. (2014)'s Behaviour Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved transitions generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions.
Environmental Nutrition: Connecting Health and Nutrition with Environmentally Sustainable Diets, 2019
From preventing the sale of poisonous food to influencing the availability and cultural significa... more From preventing the sale of poisonous food to influencing the availability and cultural significance of various food stuffs, public policy has a long history of shaping the food system. This chapter explores some of the ways that policy can be used to create an environmentally nutritious food system.
The proportion of the British population reducing their consumption of animal food products has i... more The proportion of the British population reducing their consumption of animal food products has increased dramatically over the last decade, while vegetarian and vegan options are now widely available in supermarkets and restaurants across the UK. This phenomenon presents vital benefits for climate change, environmental degradation, human health and animal welfare. Yet, little research has investigated the rapidly growing trend. A broader understanding of the decision to reduce one's consumption and the cognitive, social and physical processes involved in maintaining dietary changes is essential for policy makers, campaigners and researchers working toward a sustainable future. Meat reduction and vegan campaigns by non-governmental organisations serve as a primary promoter of reduction and present a unique opportunity to research reducers when they may first be seeking a dietary transition. The theoretical framework employed within this dissertation combines the first comprehensive model of behaviour change, the Behaviour Change Wheel (Michie, Atkins and West 2014), with the fields of social consumption and sustainable and ethical consumption to analyse the reducer and the reduction process through a more comprehensive framework. A mixed-methods approach has been used to investigate the barriers, motivators and goals of participants in seven UK-based meat reduction and vegan campaigns through focus groups (n=33) and a longitudinal web-based survey (n=1,587). To the best of the researcher's knowledge, this represents the most comprehensive study of reducers and reduction campaigns to date. Interviews with campaign staff (n=13) and an examination of campaign messaging and strategies have been used to further analyse campaign participation and the reduction process. Findings reveal key trends within highly diverse approaches to reduction, including a reduction hierarchy that prioritises red meat and neglects fish and egg reduction through a tendency for small, gradual dietary changes. While meat reducers were likely to be successful on a short-term basis, they were unlikely to maintain reductions over a prolonged period. Those with the greatest levels of abstention were, instead, the most likely to meet their reduction goals. Animal protection also emerged as key for many reducers, potentially creating a new perspective - a mindshift - that re-positions the animal source within the consumption process. Findings suggest that policy makers, campaigners and advocates need to consider the psycho-social element within the reduction process, with the potential for a wide variety of consumer types and, importantly, the need to not simply address what is consumed but to address normative omnivorous consumption that is formed around a meat component and de-values meatless meals.
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