Informational and emotional daily messages to reduce red and processed meat consumption

In the present study we tested a daily messaging intervention aimed at promoting the reduction of red and processed meat consumption (RPMC). We randomly allocated 180 young adults to three different message conditions. Participants in the informational condition read messages on the consequences of excessive RPMC on one's health and the environment. Participants in the emotional condition read messages eliciting anticipated regret for the consequences of excessive RPMC on one's health and the environment. Participants in the control condition read messages on the health and the environment consequences of sugar consumption. We sent messages through a chatbot every morning for two weeks. RPMC, attitude, intention, and anticipated regret regarding RPMC were measured three times: before the two-week messaging intervention (baseline), immediately after the intervention (post intervention) and two months thereafter (follow up). RPMC was also measured through food diaries, completed for two weeks after the intervention. Compared to the control condition, participants exposed to emotional messages reduced RPMC at follow up, while this was not the case for participants exposed to informational messages. In addition, anticipated regret and intention mediated the effects of emotional messages on RPMC. Implications for devising effective messaging interventions to change RPMC are discussed.