Perceived Message Effectiveness of the Meatless Monday Campaign: An Experiment With US Adults.

Am J Public Health

Hannah-Therese Rayala, Natalia Rebolledo, Marissa G. Hall, and Lindsey Smith Taillie are with the Department of Nutrition, Gillings School of Global Public Health, University of North Carolina, Chapel Hill. Marissa G. Hall and Lindsey Smith Taillie are also with the Carolina Population Center, University of North Carolina, Chapel Hill.

Published: May 2022

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. (. 2022;112(5):724-727. https://doi.org/10.2105/AJPH.2022.306766).

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Source
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC9010929PMC
http://dx.doi.org/10.2105/AJPH.2022.306766DOI Listing

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