Health- or Environmental-Focused Text Messages to Increase Consumption of a Sustainable Diet among Young Adults: Importance of Expected Taste.

Taste is a frequently cited barrier to the greater adoption of plant-based foods, a dietary pattern associated with both health and environmental benefits. To examine the role of expected taste in promoting greater adoption of plant-based foods, we examined the impact of a text-message intervention on the expected taste of both meat- and plant-protein foods. Young adults (n = 159) were randomly assigned to receive either health- or environment-focused text messages twice a week for eight weeks. Study measures (pre- and post-) included dietary recalls, the expected tastiness of meat- and plant-protein images and plant-based diets, consumption intention, and person-related factors such as moral satisfaction and the subjective norms of plant-based eating and health and environmental values. Participants rating plant-protein foods tastier at baseline were more likely to report higher actual (p < 0.001) and intended (p = 0.017) consumption of plant proteins following the intervention. While text messages had a limited effect on altering the expected taste of specific plant-protein foods, the messages did elevate the expected tastiness of plant-based diets. Baseline person-related factors positively predicted changes in expected tastiness of plant-based diets. Messages promoting plant-based foods may be more effective if these foods are first perceived as tasty. Furthermore, incorporating person-related considerations into messaging strategies may improve the expected taste of plant-based foods.

Health- or Environment-Focused Text Messages as a Potential Strategy to Increase Plant-Based Eating among Young Adults: An Exploratory Study.

Previous plant-based diet (PBD) adoption strategies have primarily focused on health rather than environmental rationale and meat reduction rather than plant-based protein promotion. In this study, we explored the effect of a theory-informed text-message intervention on dietary intentions and behaviors in young adult omnivores and the potential explanatory role of PBD beliefs, subjective norm, self-efficacy, moral norm, and health and environmental values. Participants completed baseline questionnaires and reported dietary intake before being randomly assigned to receive 2-3 health- or environment-focused text messages per week for eight weeks and then repeated baseline assessments. Although we did not see significant changes in meat or plant protein intake, we did observe a marked decrease in intentions to consume animal protein and a marginal increase in fruit and vegetable consumption intention. We identified subjective norms, self-efficacy, and moral satisfaction as the strongest predictors of changes in intention to consume animal or plant protein. Although few group differences were observed, those receiving environment-focused text messages experienced a greater change in values and were more likely to increase vegetable intake. Messages that improve sustainability awareness and provide practical adoption strategies may be part of an effective strategy to influence PBD intake among young adults.