The effects of Veganuary on meal choices in workplace cafeterias
An interrupted time series analysis
Bibliographic Data
| ID | 13109184 |
|---|---|
| Authors | Robert McPhedran (0000-0002-8226-5963, Kantar Health (United States), corresponding author), Zhuo Shi (0000-0003-2990-3142, Kantar Health (United States)), Letizia Zamperetti (0000-0001-8791-0290, Kantar Health (United States)), Niv Gold (0000-0003-0706-1618, Kantar Health (United States)) |
| Year | 2023 |
| Volume | 10 |
| Issue | 1 |
| Pages | 90-109 |
| Publication date | 2023-09-14 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Behavioural Public Policy (JOURNAL) |
| Journal identifiers | ISSN: 2398-063X • E-ISSN: 2398-0648 |
| Publisher | Cambridge University Press (CUP) (PUBLISHER) |
| DOI | 10.1017/bpp.2023.27 |
| OpenAlex | W4386742792 |
| Language | EN |
| References cited | 21 |
Meat-based food production has a detrimental impact on the environment and health. In response, Veganuary (an international non-profit organisation) encourages people to go vegan each January. We investigated the effects of a Veganuary campaign in workplace cafeterias which increased the availability and salience of plant-based products. We conducted an interrupted time series analysis on a large dataset from a UK catering company, which comprised 2,255,404 meals sold between 2016 and 2022, with Veganuary activity starting from 2019. Analysis indicated that Veganuary activity had a positive effect on sales of vegan products in 2020, 2021 and 2022, estimated at an initial increase of 86–113% in the proportion of weekly sales (relative to the baseline, depending on year). The effects of the 2020 and 2021 campaigns were still present – at approximately one third of their initial magnitude – one year following the campaigns. There was a positive effect on vegetarian products in 2019, 2021 and 2022; initial effects were smaller – 23–79% – due to higher levels of pre-campaign consumption. The effects of the 2019 and 2021 campaigns endured, with a small impact present after one year for 2019 and six months for 2021
Advertising · Agricultural economics · Agricultural science · Business · Consumption (sociology · Economics · Environmental health · Interrupted Time Series Analysis · Meal · Sociology · Agriculture Sustainability and Environmental Impact · Environmental Education and Sustainability · Food Waste Reduction and Sustainability · Mathematics · Medicine · Food Science
Global greenhouse gas emissions from animal-based foods are twice those of plant-based foods
Food systems are responsible for a third of global anthropogenic GHG emissions
Reducing food’s environmental impacts through producers and consumers
Universities should lead on the plant-based dietary transition
Plant-Based By Default
Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting
Strategies to reduce meat consumption
Nudging à la carte
Impact of increasing the proportion of healthier foods available on energy purchased in worksite cafeterias
| Highly cited | No |
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