The taste of change? Free vegan meal boxes do not change meat consumption, self-efficacy, or attitudes toward a plant-based diet among meat eaters

Abstract

Excessive meat consumption is associated with health and environmental problems. Previous research has shown that the reasons for meat consumption are diverse and often include low self-efficacy beliefs in preparing alternative meals. In an experiment with 71 German participants, we investigated whether the delivery of meal boxes containing ingredients and recipes for three plant-based meals could increase self-efficacy, reduce meat consumption, and improve attitudes toward a vegan diet. No significant differences were found between the control group and the meal box recipients after the intervention. While recipients frequently liked the plant-based meals and could imagine preparing them again, the intervention did not increase their self-efficacy beliefs or affect their meat consumption. These findings indicate that the potential of meal box deliveries to alter dietary patterns may be limited.