Research has recently started investigating possible methods to encourage consumers to
reduce meat consumption. However, few studies examine highly scalable messaging …

Research has shown that dynamic norm information can promote pro-environmental actions
(ie information indicating that a growing number of people are behaving pro …

How can we curb the current norm of unsustainable levels of meat consumption? Research
on dynamic norms finds that learning that others are starting to eat less meat can inspire …

Perceptions of social norms around eating behavior can influence food choices.
Communicating information about how others are changing their eating behavior over time …

Meat consumption has detrimental environmental effects. Research shows that social norms
are important when it comes to meat consumption. However, social norm interventions have …

We report evidence from a field experiment (N= 561) on how different reasons for reducing
the consumption of red meat (health, climate and animal welfare) impact intentions to …

There is a growing consensus that reducing excess meat consumption will be necessary to
meet climate change targets, whilst also benefitting people's health. Strategies aimed at …

Excessive meat consumption is associated with a range of environmental problems. In this
investigation, we examined the effectiveness of three types of persuasive messages posited …

Reducing red meat consumption in high-consuming countries is critical for mitigating climate
change and preventing chronic disease. This study tested the effectiveness of messages …

Red meat production has a range of negative environmental impacts. We sought to
characterize the motivations, environmental attitudes and demographics of red meat-eaters …