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Category: Project

Description: Animal agriculture and the increased consumption of meat and dairy has been documented as a large contributor to environmental degradation today. People’s intention and willingness to decrease their meat and dairy intake have been on the rise for a variety of reasons, and more recently with their increased awareness of the environmental impacts. Here, we explore the challenges and enablers that consumers with environmental motives may face when transitioning to a diet with less meat and/or dairy, and specifically, whether this dietary behavioural change requires self-control.