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Filippo Bianchi, DPhil student at the University of Oxford, has developed a behavioural intervention to help people eat less meat. Filippo and the Health Behaviours Research Team, based in the Nuffield Department of Primary Care Health Sciences, will conduct a scientific study to test the effectiveness and acceptability of this intervention.


Eating meat can provide important nutrients, but red and processed meat consumption is also associated with increased risks of some health conditions. Additionally, livestock negatively affect the environment, for example by contributing to human-made emissions of greenhouse gases. Moderating meat consumption could therefore help to improve human and environmental health, but little is known about how this behaviour change can be promoted."
- Filippo Bianchi

 The intervention was developed using theories of behaviour change and involving members of the general public, and will comprise the provision of meat-alternatives and supporting material to inform people about the main health and environmental benefits of eating less meat, provide ideas for meat-free recipes, and outline the success stories of people who consciously reduced their consumption of meat. You can read more about how members of the public were involved in designing this intervention here: Link