Comparison of long-term goal-focused vs. process-focused meat reduction interventions

This study is part of the Swiss Eating Study, a longitudinal study spanning five waves across a total of 2.5 years. Drawing on a large sample of German-speaking adults in Switzerland, we test the effectiveness of two meat reduction interventions: a long-term goal-focused intervention that emphasizes the benefits of plant-based diets, and a process-focused intervention that provides resources on plant-based eating and encourages participants to commit to daily plant-based eating goals. These conditions are compared to a control group that received no messages.