Going through changes: A longitudinal study of meat reduction over time in the UK. (April 2023)

• Record Type: Journal Article
• Authors: Bryant, Christopher; Ross, Euan; Flores, Charlotte
• Is Part Of: Food quality and preference. Volume 107(2023)
• Publication Date: 2023-04
• Subjects: Diet change -- Meat reduction -- Longitudinal -- Transtheoretical model -- COM-B model; Food preferences -- Periodicals; Food -- Quality -- Periodicals; Food industry and trade -- Quality control -- Periodicals; Préférences alimentaires -- Périodiques; Aliments -- Qualité -- Périodiques; Aliments -- Industrie et commerce -- Qualité -- Contrôle -- Périodiques; Food industry and trade -- Quality control; Food preferences; Food -- Quality; Periodicals; 664
• DOI: 10.1016/j.foodqual.2023.104854
• Languages: English
• ISSNs: 0950-3293

Abstract

Highlights: We present longitudinal survey data on UK diets with data at 0, 6, and 12 months. We found support for predictions made on the transtheoretical model of change. We did not find support for predictions made on the COM-B model of change. We found support for displacement of animal products by animal product alternatives. We provide descriptive data on UK attitudes towards meat reduction. Abstract: There are increasing moral, environmental and public health imperatives to curb meat consumption. While research on meat reduction has proliferated in recent years, the majority of empirical work has taken cross-sectional and/or experimental approaches. Therefore, this study sought to understand the process of dietary change through an observational longitudinal survey of 1, 529 UK residents over the course of one year. An online questionnaire was used to take measures of diet, exposure to animal advocacy, exposure to animals and animal-lovers, the transtheoretical model of change, the COM-B model (capability, opportunity, motivation → behaviour), and demographics at 0, 6, and 12 months. While no support was found for predictions made on the COM-B model, some support was found for hypotheses made on the transtheoretical model - in particular, there was some evidence that those at later stages who still ate meat were more likely to give it up, and those at earlier stages who had given up meat were more likely to start eating it again. There were also generally stronger measures of decisional balance (i.e. conviction in the decision to give up meat) and self-efficacy for those at more advanced stages. Analyses also indicate that increases in consumption of animal product alternatives were significantly correlated with decreases in animal products in the same category. Ordinal regression models yielded low predictive ability, meaning that information on the interventions which may influence animal product consumption was limited. Findings are discussed in the context of previous literature and recommendations for future research.