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The effects of Veganuary on meal choices in workplace cafeterias: an interrupted time series analysis

McPhedran, Robert, Zhuo, Shi, Zamperetti, Letizia and Gold, Natalie ORCID: 0000-0003-0706-1618 (2023) The effects of Veganuary on meal choices in workplace cafeterias: an interrupted time series analysis. Behavioural Public Policy. ISSN 2398-063X

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Identification Number: 10.1017/bpp.2023.27


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.

Item Type: Article
Additional Information: © 2023 The Author(s)
Divisions: CPNSS
Subjects: J Political Science
H Social Sciences
B Philosophy. Psychology. Religion > BF Psychology
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Date Deposited: 10 Oct 2023 15:15
Last Modified: 07 Jul 2024 20:03

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