Advocating plant-based eating: Which messages work for whom, and why?

We awarded funding to João Graça (University of Lisbon), Cristina Godinho (Lisbon University Institute), John Hoeks (University of Groningen), and Marta Matos (University of Lisbon) for this project. Drawing on a stage theory of behavior change and utilizing participants from three different countries in two continents, the purpose of this research is to provide evidence on which messages are most effective in promoting transition to a plant-based diet.