Implementation Intention

Targeted interventions have important under-explored potential for reducing meat consumption. We hypothesized that group-specific interventions targeting reduction for reducer, moderate-hindrance, and strong-hindrance meat eaters would be effective. All participants were randomly assigned to one of three treatment conditions designed for these three meat-eating groups, or to a control condition. Following the intervention, up to 28 days of food diaries were gathered to measure their consumption of animal products, which were weighted according to their greenhouse gas emissions.
Targeted interventions have important under-explored potential for reducing meat consumption. We hypothesized that group-specific interventions targeting reduction for reducer, moderate-hindrance, and strong-hindrance meat eaters would be effective. All participants were randomly assigned to one of three treatment conditions designed for these three meat-eating groups, or to a control condition. Following the intervention, up to 28 days of food diaries were gathered to measure their consumption of animal products, which were weighted according to their greenhouse gas emissions.