The Future of Meatless Diets: Perceptions and Decisions About Meat Consumption in the US

Dietary consumption is a universal aspect of daily life and impacts human existence through nutrition, health, and the environment. While plant-based diets have long existed in the Western world, meat consumption and attachment to meat have increased and increasingly defined consumers. In this research, I survey Americans to examine this construct of meat attachment, attitudes about meat, current behaviors, and dietary intentions. I also explore consumer decision-making regarding dietary options by modifying two aspects of choice architecture: the default and information provision. My research found that while US consumers maintain a strong attachment to meat, changing the default option on a menu and providing information did influence consumers to opt for the meatless choice. I, therefore, recommend that the US Department of Agriculture and Health and Human Services reform the National Dietary Guidelines and improve the National School Lunch Program to incorporate plant-based options and invest in a plant-based future.Dietary consumption is a universal aspect of daily life and impacts human existence through nutrition, health, and the environment. While plant-based diets have long existed in the Western world, meat consumption and attachment to meat have increased and increasingly defined consumers. In this research, I survey Americans to examine this construct of meat attachment, attitudes about meat, current behaviors, and dietary intentions. I also explore consumer decision-making regarding dietary options by modifying two aspects of choice architecture: the default and information provision. My research found that while US consumers maintain a strong attachment to meat, changing the default option on a menu and providing information did influence consumers to opt for the meatless choice. I, therefore, recommend that the US Department of Agriculture and Health and Human Services reform the National Dietary Guidelines and improve the National School Lunch Program to incorporate plant-based options and invest in a plant-based future.