Using smartphone-based experience sampling to assess interventions for dietary change

There is growing concern about the sustainability of current meat consumption rates. The United
Nations Food and Agriculture Organization and the Intergovernmental Panel on Climate Change
identify meat production as one of the leading causes of climate change and deforestation (Chatham
House Report, 2015). The livestock sector accounts for 14-14.5% of total global greenhouse gas
emissions, as much as the transportation sector. Meat production also wastes resources, as water
and energy is lost in the conversion from plant to animal protein (Hoekstra, 2012). Diets rich in red
meat and dairy have also been linked to health problems such as cancer and cardiovascular disease
(Pan et al., 2012).
Since global population is expected to increase by 36% by 2050, promoting diets less dependent on
animal products is of critical importance to promote global health, sustainable food production, and
reduce global warming (Tilman & Clark, 2014). To achieve more sustainable levels of consumption,
we need a better understanding of the types of interventions that are likely to lead to real change in
dietary practices. What messages are likely to motivate consumers to reduce their meat
consumption, and how do we know when consumers are likely to act on their reported intentions to
make a behavioural change?
Meat avoiders make up a small minority of the population in most countries, yet positive attitudes
towards plant-based eating are on the rise, particularly in Europe (The Vegan Society, 2018).
Consumers tend to report personal health, animal welfare, and environmental concern as reasons to
avoid meat (Faunalytics, 2014). In the present project, we consider whether some reasons for
reducing meat may be more motivating than others, particularly in the early stages of behavioural
change.
It is unclear whether current global consumption patterns reflect a lack of awareness around the
negative effects of meat production on health, the environment and animal welfare, or a failure to
act upon this knowledge (Wellesley et al., 2015). Furthermore, most research to date has relied
heavily on self-reports of consumer's eating habits and/or intentions-reports which are susceptible
to social desirability and memory bias. More research is needed that engages methodologies that
can more reliably track consumer patterns over time and closer to the point of consumption.