Avoiding animal products – and alcohol – at the start of the year makes lasting changes more likely, say researchers
at the University of Exeter also found that some people identify less as meat-eaters after trying to avoid animal products during January.
Lawrence, working with PhD researcher Sophie Hearn and others at Exeter, has conducted a number of studies into Veganuary, funded by the Medical Research Council.journal tracked 40 participants to measure meat disgust before and after they took part in the abstinence month, finding that although most participants lapsed back into eating meat, those who reduced their meat consumption the most were more likely to have greater disgust for meat afterwards.
There are other cognitive dissonances around meat-eating that people avoid through defensive rationalisations, Lawrence said. “Most people think it’s wrong to be cruel to animals, and of meat in the UK is produced in factory farms, which something like 75% of UK adults agree should be banned,” she said. “So most people are not acting in line with their values when they’re eating meat.
“We want to test some strategies to help people deal with barriers they might face,” Hearn said. Some participants will be given strategies to try, compared to a control group who take part as normal.
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