People are more likely to cut their meat consumption when those around them are doing the same, new research has found.
The study from Brighton and Sussex Medical School and Meat Free Monday suggests social surroundings can be just as important as personal motivation, when people try to change their diets.
Researchers followed participants for one month to examine what influenced the number of meat-free days they achieved. Those who had been involved with the ‘Meat Free Monday’ campaign for longer were more successful at reducing meat consumption.
However, living arrangements also mattered. Participants were more likely to eat meat-free meals, when they did not share a home with people who regularly ate meat.
The findings suggest dietary change is harder when shopping, cooking and eating habits are built around others who are not making the same choice.
Meat Free Monday encourages people to avoid meat for at least one day a week, using Monday as a regular starting point for changing behaviour.
Professor Richard de Visser, Professor of Health Psychology at Brighton and Sussex Medical School, said: “Eating habits do not develop in isolation. Our findings show that the people around us can have an important influence on our ability to make dietary changes.
“This suggests there is real value in creating supportive communities that make it easier for people to adopt and maintain healthier and more sustainable diets.”
Researchers said future health and sustainability campaigns should place greater emphasis on peer support, social networks and community participation.
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