News

Study: Anti-Meat News Coverage Curbs Consumption

Media coverage encouraging the reduction or elimination of meat is found to be an effective advocacy tool.

A new study conducted by the Reducetarian Foundation found that anti-meat news stories with the terms “reduce” and “eliminate” effectively lower meat consumption. A group of 2,237 participants between the ages of 18 and 87 were divided into three groups and each assigned to read a certain news article. The first story emphasized reducing meat consumption, the second advocated eliminating meat altogether, while the third article (the control) was about walking as a form of exercise. Participants self-reported their meat consumption one week prior and five weeks after reading the article. Researchers found that participants who read about reducing and eliminating meat from their diets reported eating one less serving of meat per month while the control group remained the same. “These findings suggest that the effect of reading a news article can be sustained for several weeks, which is quite remarkable,” the study lead researcher Bobbie Macdonald says. “And one serving per month might seem like a small effect, but that’s equal to a 6.5 percent reduction in total meat servings.” The survey also drew several other parallels between the groups, including altered attitudes toward animal welfare. After reading either the “reduce” or “eliminate” articles, subjects were more likely to agree that purchasing animal products contributes to animal suffering, that raising animals for food contributes to environmental degradation, and that people would be healthier if they ate less meat. They were also able to disagree that animals raised for food have a good standard of living. Extensive research has been performed on other health and environmental-related behaviors such as smoking, electricity usage, and physical exercise, but this study is one of the first to delve into the topic of how media—particularly online news stories—affect meat consumption. Study researcher Krystal Caldwell plans to conduct similar surveys to determine the efficacy of other media tools such as video clips, books, and documentaries.

More News

Anti-Dairy PSA Airs During Olympic Closing Ceremony

A group of celebrated Olympians have united in a commercial—produced by Oscar-winning director Louie Psihoyos—to encourage viewers to switch from animal dairy to plant-based alternatives.
Read More »

Pinterest Names Vegan Food Top Wedding Trend

According to the social media platform's 2018 Wedding Report, interest in vegan nuptials is on the rise.
Read More »

Chef Chloe Coscarelli Opens New Café in Miami

Beloved vegan chef Chloe Coscarelli is back with new eatery, Chef Chloe and the Vegan Café, in highly anticipated St. Roch food hall in Miami's design district.
Read More »

Team Canada Wears All-Vegan Uniforms at Olympics

Animal-rights activists praise apparel brand Hudson's Bay Company for outfitting this year's Olympians in animal-free outwear.
Read More »

Photographer Creates the Most Vegan Proposal Ever

Popping the question with the help of an avocado is gaining traction thanks to Amsterdam food stylist Colette Dike.
Read More »

This Week on VegNews TV: The secret to these delightful sweet treats is white beans! Aylin Erman shows you how to make these simple blondies.

More Videos »