Evaluating a Messaging Campaign in the United States

Excess consumption of red and processed meat is a growing problem, especially in the United States where meat is consumed more than three times the global average. Epidemiological evidence for the association between excess meat intake and negative health outcomes (such as cancer, cardiovascular disease, and type 2 diabetes) as well as negative environmental impacts (such as pollution, overuse of resources, and carbon emissions) indicates that reducing meat consumption should be particularly pertinent to researchers and other public health professionals.

The potential of using widespread communication campaigns, such as Meatless Monday, to reduce meat consumption by educating individuals on the associated health and environmental risks appears to be promising. However, the current literature is missing information regarding what types of messages are most effective (e.g. negative environmental messages vs. negative health messages). To address this knowledge gap, our study will collect quantitative data in measurable outcomes to understand effectiveness and comprehension of environmental messages and health messages to reduce meat consumption.

Setting: This is an online study using Qualtrics, so this research does not involve talking to human participants.

Recruitment: Participants will be recruited through Prime Panels, a survey research firm through which participants voluntarily sign up to participate in research studies.

Informed Consent: Participants will read a written consent document that includes information about the study's purpose, expectations, and possible risks and benefits. Participants will acknowledge that they have read and agreed to the terms by clicking forward.