The team’s findings from two studies on people taking part in Veganuary in previous years demonstrate that for many people, participation results in less positive attitudes towards meat and sometimes even feeling disgusted by it. Many also begin to identify less as meat-eaters and more as individuals who reduce or avoid meat in their diets.
Toni Vernelli, head of communication at Veganuary, said: “It’s gratifying to see Exeter’s research findings echo what we see every year in our participant surveys. 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.”
These findings suggest that by encouraging motivated people to take on a fun challenge to temporarily change their diet, Veganuary can encourage psychological changes that make it easier to reduce meat consumption in the long run.