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

Citation

Rayala, Hannah-Therese; Rebolledo, Natalia; Hall, Marissa G.; & Taillie, Lindsey Smith (2022). Perceived Message Effectiveness of the Meatless Monday Campaign: An Experiment with US Adults. American Journal of Public Health, 112(5), 724-727. PMCID: PMC9010929

Abstract

Given the negative health and environmental impacts of red meat consumption, reducing red meat intake in the U.S. 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 U.S. adults aged 18 or older (n=1,244). Compared to control messages, health-focused and environment-focused Meatless Monday messages led to significantly higher perceived message effectiveness and increased intention to reduce meat consumption.

URL

http://dx.doi.org/10.2105/AJPH.2022.306766

Reference Type

Journal Article

Year Published

2022

Journal Title

American Journal of Public Health

Author(s)

Rayala, Hannah-Therese
Rebolledo, Natalia
Hall, Marissa G.
Taillie, Lindsey Smith

Article Type

Regular

PMCID

PMC9010929

Continent/Country

United States of America

State

Nonspecific

ORCiD

Taillie - 0000-0002-4555-2525
Hall - 0000-0002-8690-9498