PI: Hannibal Thai

Date Awarded: November 2020 (FSRF 2-014)

Abstract: The current research investigates the efficacy of water footprint information as an intervention to reduce meat consumption. We compare this novel intervention component to a well-supported health information approach, and a control condition. An Australian sample of 351 participants were recruited online via Facebook snowball sampling to complete an initial survey, undergo a week of intervention, and complete a final survey. Daily Short Message Service (SMS) reminders and a food diary were employed for all three conditions over the course of a week. Through a hierarchical multiple regression, we found that water footprint information was as successful as health information at increasing participants’ meat reduction intentions, both significantly higher in the final survey compared to the control condition. There were no differences in self-reported daily red meat consumption, however, between the three conditions during the intervention week. Younger participants, those who have lower concern for animal welfare, higher attachment to meat, and greater past meat consumption were more likely to consume more red meat during the intervention period. The findings of this study add to the meat reduction literature by showing the efficacy of a relatively novel intervention in the form of comprehensive water footprint information for motivating intentions to reduce meat consumption. Given the worsening water crisis in some parts of the world, water footprint interventions will become more necessary in future, and has significant applied implications to observe they are effective at changing dietary behaviour.

Further Information: This project comprised part of Hannnibal’s PhD dissertation. The section of the dissertation pertaining to this project can be found in Chapter 4. The final report can be found here. The link to the published dissertation can be found here.