Research from the University of Exeter suggests that taking part in Veganuary leads to sustained reductions in meat consumption and can also produce fundamental shifts in people’s attitudes towards meat and their own self-identity as a meat-eater.
The team’s findings from two studies on people taking part in Veganuary in previous years demonstrate that for many people, participation results in less positive attitudes towards meat and sometimes even feeling disgusted by it1. Many also begin to identify less as “meat-eaters”2 and more as individuals who reduce or avoid meat in their diets. However, not everyone shows these changes and importantly, these shifts in attitudes and self-perception are associated with greater success in reducing meat consumption during the month1,2. Veganuary participants are likely to be more motivated or ready than most to make dietary changes, which could contribute to these shifts in attitudes and self-perception. Nonetheless, these findings suggest that by encouraging motivated people to take on a fun challenge to temporarily change their diet, Veganuary can encourage psychological changes that make it easier to reduce meat consumption in the long run.
PhD Researcher Sophie Hearn explains, “It seems that taking part in Veganuary can reshape how people see themselves in relation to their diet. We know that identity strongly shapes food choices, so by encouraging participants to view themselves as individuals who reduce or avoid meat, Veganuary may pave the way for lasting, positive changes in dietary habits.”
Prof. Natalia Lawrence adds, “Many people feel mixed emotions about eating meat – they enjoy the taste and convenience but feel guilty about the animal suffering and environmental destruction. Our findings suggest that when people temporarily stop eating meat they view it less positively, perhaps because they no longer need to suppress their negative feelings towards it.”
The first study, published in Frontiers, measured meat disgust in 40 Veganuary participants before and after they took part. In the second study, published as a conference abstract (not peer-reviewed) in the journal Appetite, researchers collected data on meat consumption from 46 Veganuary participants, who also completed a detailed questionnaire about barriers and motivators.
The studies also identified key challenges that can hinder successful participation in Veganuary. These include having to navigate food choices in social settings, a lack of plant-based options when eating out, missing non-vegan foods, and the perceived inconvenience of plant-based cooking.
Reflecting on these findings, Veganuary’s Head of Communications Toni Vernelli says: “It’s gratifying to see Exeter’s research findings echo what we see every year in our participant surveys. At the end of their Veganuary pledge, more than 80% of participants tell us they plan to permanently reduce their meat and dairy consumption by at least 50%. This finding has been consistent for the past five years. Our participants report the same top challenges too – dealing with friends and family and eating out. We’re very excited to support Exeter University with new research investigating protocols for tackling these barriers.”
Sophie Hearn adds: “These findings emphasise the importance of addressing potential barriers and providing support to help individuals feel more confident in making plant-based choices. Doing so could further enhance the effectiveness of Veganuary and similar initiatives.”
“If you still eat meat, are planning to take part in Veganuary, and want to contribute to research on how to support people through the challenges they may face, please follow the link below before the end of December: https://exe.qualtrics.com/jfe/form/SV_3PFqc1JISuMJPym