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.
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