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

Given the negative health and environmental impacts of red meat consumption, reducing red meat intake in the United States 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 US adults aged 18 years or older (n = 1244). Compared with control messages, health-focused and environment-focused Meatless Monday messages led to significantly higher perceived message effectiveness and increased intention to reduce meat consumption. ( Am J Public Health . 2022;112(5):724-727. https://doi.org/10.2105/AJPH.2022.306766).