The Dietary Behaviors of Participants in UK-Based Meat Reduction and Vegan Campaigns - A Longitudinal, Mixed-Methods Study.

Meat reduction, vegetarianism, and veganism have greatly increased in popularity during the 21st century, particularly in the United Kingdom. Yet, little is known about the process of reducing or abstaining. Through the use of focus groups and a longitudinal, web-based survey delivered over a twelve-month period, this project provides insights into the reported dietary habits and trends of participants in UK-based meat reduction and vegan campaigns (n = 1539). Drawing on Michie, Atkins, and West (2014)'s Behavior Change Wheel to better understand the process of dietary transition, findings reveal key opportunities for policymakers and non-profit organizations to better understand and support the process of dietary change. Reported planned dietary changes suggest a tendency for gradual transitions, with planned and achieved changes generally reflecting proposed reduction and abstention hierarchies. Planned reductions were most likely to include red meat and least likely to include seafood or eggs, while seafood abstention was more common than that of dairy or eggs. Those seeking to abstain from the consumption of some or all animal-derived foods were the most likely to report meeting their anticipated dietary changes, while meat reducers were generally unlikely to indicate that they were achieving planned reductions. Crown