Developing Health and Environmental Warning Messages about Red Meat: An Online Experiment

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Citation

Taillie, Lindsey Smith; Prestemon, Carmen E.; Hall, Marissa G.; Grummon, Anna H.; Vesely, Annamaria; & Jaacks, Lindsay M. (2022). Developing Health and Environmental Warning Messages about Red Meat: An Online Experiment. PLOS ONE, 17(6), e0268121. PMCID: PMC9231779

Abstract

INTRODUCTION: The United States has among the highest per capita red meat consumption in the world. Reducing red meat consumption is crucial for minimizing the environmental impact of diets and improving health outcomes. Warning messages are effective for reducing purchases of products like sugary beverages but have not been developed for red meat. This study developed health and environmental warning messages about red meat and explored participants' reactions to these messages.
METHODS: A national convenience sample of US red meat consumers (n = 1,199; mean age 45 years) completed an online survey in 2020 for this exploratory study. Participants were randomized to view a series of either health or environmental warning messages (between-subjects factor) about the risks associated with eating red meat. Messages were presented in random order (within-subjects factor; 8 health messages or 10 environmental messages). Participants rated each warning message on a validated 3-item scale measuring perceived message effectiveness (PME), ranging from 1 (low) to 5 (high). Participants then rated their intentions to reduce their red meat consumption in the next 7 days.
RESULTS: Health warning messages elicited higher PME ratings than environmental messages (mean 2.66 vs. 2.26, p<0.001). Health warning messages also led to stronger intentions to reduce red meat consumption compared to environmental messages (mean 2.45 vs. 2.19, p<0.001). Within category (health and environmental), most pairwise comparisons of harms were not statistically significant.
CONCLUSIONS: Health warning messages were perceived to be more effective than environmental warning messages. Future studies should measure the impact of these messages on behavioral outcomes.

URL

http://dx.doi.org/10.1371/journal.pone.0268121

Reference Type

Journal Article

Year Published

2022

Journal Title

PLOS ONE

Author(s)

Taillie, Lindsey Smith
Prestemon, Carmen E.
Hall, Marissa G.
Grummon, Anna H.
Vesely, Annamaria
Jaacks, Lindsay M.

Article Type

Regular

PMCID

PMC9231779

Continent/Country

United States of America

State

Nonspecific

ORCiD

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