Focus Groups To Pilot The Meatless Monday Campaign

Evaluates responses to different possible motivators for being open to choosing a vegetarian diet one day a week; primarily explores responses to health arguments versus environmental or animal arguments.

A series of 6 focus groups from three regions in Maryland were conducted to discuss the general role of meat in the diet, reasons to reduce meat consumption, and a “Meatless Monday” campaign concept. Participants were also asked to complete a questionnaire at the end of the session.

In general, people try to prepare traditional meals consisting of a meat, starch and a vegetable.

Respondents are knowledgeable about nutrition and are aware of the link between meat consumption and cardiovascular disease, and therefore have decreased red meat consumption and increased fish and poultry instead.

The greater priority for people seems to be to limit carbohydrates, which allows meat to retain an important role in a healthy diet.

The health benefits of meat reduction is considered to be more important than environmental related issues, most likely because of a more direct personal effect.

Animal welfare issues were not considered to be significant reasons to reduce consumption.

In general, response to the idea of a Meatless Monday campaign was positive.