Testing a novel multicomponent intervention to reduce meat consumption in young men.

Both epidemiological studies and randomised controlled trials have shown that meat-eating can be harmful to human health. Meat-eating is also considered to be a moral issue, impacting negatively on the environment and the welfare of animals. To date, very little scientific research has aimed to reduce this dietary behavior. Therefore, the current research tests the effectiveness of a 4-week multicomponent intervention designed to reduce meat-eating. Using a randomised controlled trial procedure, thirty-two young men (mean age: 23.5 ± 3.1 years old) were randomly assigned into two equal groups, the intervention vs control group. Based on research in social and health psychology, the intervention was composed of five components expected to reduce meat consumption: a social norm component; an informational/educational component; an appeal to fear; a mind attribution induction; and a goal setting/self-monitoring component. Measures of different types of meat intake (using dietary journals) were taken at baseline (Time 1) as well as 2 (Time 2) and 4 weeks later (Time 3). Emotions and attitudes toward meat-eating and animals were also assessed at Time 3. Significant reductions in total and weekend red meat consumption as well as cold cuts consumed on the weekend were observed in the intervention condition from Time 1 to Time 3. Moreover, reduced positive emotions toward eating meat mediated the reduction in red meat consumption. The component of the intervention that participants most often perceived as having led to a reduction in their meat consumption was the informational component. In conclusion, results provide support for the effectiveness of the multicomponent intervention and for the mediating role of positive emotions when predicting behavioral changes in meat consumption.