Plant-based foods are gaining popularity due to growing concerns over the ethics, health, and environmental impacts of conventional animal agriculture. These products are increasingly comparable to their animal-sourced counterparts, but reducing meat consumption and maintaining that reduction remains challenging for many. Factors such as price, taste, convenience, health, and, most notably, complex social interactions around food often lead people to revert to higher meat consumption. This study investigated whether a push to eat less meat as a community, rather than individually or as an isolated household, could increase the chances of sustained meat reduction.

Researchers surveyed households from Bedford, New York, before and after the launch of a 12-week, community-based Meatless Monday campaign. Compared to the national average, Bedford’s population tends to be wealthier and more highly educated. Also, there was pre-existing momentum in the community around sustainable living practices, as residents had previously engaged in various climate change initiatives such as reducing household energy use.

The Meatless Monday campaign involved individuals, households, local businesses, media, and government organizations in promoting plant-based eating as a community. Restaurants received educational and social media support from campaign volunteers to advertise Meatless Monday, while other businesses, the town library, schools, and places of worship supported the initiative through posters, brochures, and sharing of meatless recipes.

The researchers received 171 survey responses before the campaign began, which helped them establish a baseline for meat consumption in the community. They received 145 responses when the campaign ended after 12 weeks and, finally, 152 responses at the six-month follow-up. Across all three surveys, participants were predominantly Caucasian and female. Most were 35 to 54 years old, held at least a Bachelor’s degree, and had an income of more than $150,000.

The study found that when the campaign ended, 97% of participants intended to continue eliminating meat for at least one day a week. This was still true of 90% of participants six months later.

At baseline, nearly 90% of participants indicated health as the primary motivation for reducing meat consumption, although more than 50% also expressed concern about animal welfare and the environment. After the campaign ended, a significant number of participants felt more positive about their contribution to helping the environment. This coincided with a reduction in health being cited as a primary motivation for reducing meat.

Unsurprisingly for a wealthier community, saving money was the least important incentive for eating less meat. This highlights the importance of considering local contexts in understanding motivations behind reducing meat consumption. A previous U.S. national survey has shown that cost is a predominant factor in reducing meat consumption for 51% of participants. However, this was not reflected in the Bedford campaign, underscoring the value of targeted, community-based research.

Given the deep social and cultural roots of food sharing, the researchers argue that a community-based effort is crucial as it can reduce discomfort or temptation in social gatherings, especially when participants are not singled out for plant-based eating. Beyond the direct effects of reduced meat consumption by participants, the researchers found that the broad reach of the campaign also stimulated conversation and encouraged even non-participants to take small steps toward more environmentally friendly lifestyle choices, thereby normalizing discussions around the positive impact of reducing meat consumption.

While the high percentage of participants who sustained a one-day-a-week elimination of meat from their diet suggests that a community-based approach may be beneficial, it’s important to consider the underlying demographic and community dynamics in Bedford. The overwhelming majority of participants identified as female, highlighting the need for community-based approaches to include strategies that achieve more buy-in from male participants. Previous studies have identified that perceptions of masculinity are often tied to meat consumption, which could explain the low percentage (8%) of male participants in this study, despite 47% of the Bedford community identifying as male.

The study illustrates the potential of community-based initiatives in promoting sustainable dietary changes, particularly when these efforts are tailored to the unique social and demographic characteristics of the community involved.