A study from the University of Exeter in England has found that meat-eaters who took part in the Veganuary campaign challenge and didn’t eat meat for a month are more likely to think that meat is disgusting following the trial. Some of those participants also identify less closely with the label of meat-eaters.
The study, titled “Correlates of meat reduction in those taking part in Veganuary”, was authored by psychologists Sophie Hearn, Natalia Lawrence, Joanne Smith, Olivia Maynard, and Antonieta Medina-Lara, and published in July 2024.
Natalia Lawrence, one of the authors and an associate professor of psychology at the University of Exeter, said to The Guardian, “Normally, the idea is to educate people first to change their attitudes, and hopefully they end up changing their behaviour. But if you persuade people to change their behaviour for a month, it seems that these things follow.”
Sophie Hearn, another of the authors, said, “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.”
Toni Vernelli, Veganuary’s head of communications, said, “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.”
Veganuary claims that 2025 will be its biggest year yet, with over 25 million global participants in 2024 and new campaigns launching in Malaysia, Peru, and Canada in 2025.
Join millions choosing vegan in 2025 with Veganuary! https://bit.ly/Veganuary25
