To stand out or to conform: Stereotypes and meta-stereotypes as barriers in the transition to sustainable diets.

What factors hinder the reduction of meat and/or dairy intake? In this study, we explored the perceived barriers that meat and/or dairy reducers experienced when shifting their diets. We particularly focused on how meat and/or dairy reducers were affected by their beliefs about how omnivores stereotype vegans (i.e., meta-stereotypes), as meta-stereotypes have not been previously explored in this context. Through open-ended questions in an online survey, we explored the experiences and perceived barriers among female meat and/or dairy reducers (n = 272), as well as their perceptions of vegans (i.e., stereotypes and meta-stereotypes), and how these perceptions affected their lived experiences. We analysed the data using reflexive thematic analysis and generated six themes. We highlighted perceptions of cost (Theme 1) and perceptions of health concerns (Theme 2) as the most dominant barriers to the reduction of meat and/or dairy intake. Regarding (meta) stereotypes, participants' perceptions of vegans were shaped by personal experiences and encounters with vegans (Theme 3), and how participants related to vegans was sometimes reflected in the language they used to describe vegans (Theme 4). Participants felt that they, or reducers more generally, were occasionally judged as vegans (Theme 5), which might influence participants' choices and conformity to eating norms (Theme 6). Meta-stereotypes may play a role in polarised dietary group perceptions, and we discuss how they are shaped by social identity processes as well as by aspects of Western food systems.

How (not) to talk about plant-based foods: using language to support the transition to sustainable diets.

Reducing meat consumption is essential to curb further climate change and limit the catastrophic environmental degradation resulting from the current global food system. However, consumers in industrialised countries are hesitant to reduce their meat intake, often because they find plant-based foods less appealing. Despite the climate emergency, eating meat is still perceived as the norm, and recommended in most national dietary guidelines. To support the transition to more sustainable diets by providing insights for increasing the appeal of plant-based foods to mainstream consumers, this review presents recent research findings on how people think and communicate about meat-based and plant-based foods. The key findings we review include: (1) while vegans think about plant-based foods in terms of enjoyable eating experiences, omnivores think about plant-based foods in terms of health, vegan identity and other abstract information that does not motivate consumption in the moment. (2) Packages of ready-meals and social media posts on Instagram present plant-based foods with fewer references to enjoyable eating experiences than meat-based foods. (3) Presenting plant-based foods with language that references enjoyable eating experiences increases their appeal, especially for habitual meat eaters. This language includes words about sensory features of the food (e.g., crunchy, creamy), eating context (e.g. pub; with family) and immediate positive consequences of eating (e.g. comforting, delicious). In contrast, the term 'vegan' is strongly associated with negative stereotypes. Hence, rather than referring to being vegan, meat-free or healthy, the language used for plant-based foods should refer to sensory appeal, attractive eating situations and enjoyment.

"I know it's just pouring it from the tap, but it's not easy": Motivational processes that underlie water drinking.

Water drinking behaviour is under-researched despite the prevalence and adverse health consequences of underhydration. We conducted a qualitative exploration into the motivational processes underlying water drinking, informed by a grounded cognition perspective on desire and motivated behaviour. We interviewed and analysed data from 60 participants stratified by age, gender, and education level using thematic analysis, to generate three key themes. "Water as situated habits," suggests that participants form and maintain situated water drinking habits, so that within certain situations they regularly drink water. However, participants who situated their water intake only in one key situation (e.g., work routine), had low and inconsistent intake when they left this situation. Some situations happened so infrequently during the day (e.g., before bed) that participants' daily water intake was low. Many participants reported drinking water in reaction to thirst cues, but these were easily suppressed or ignored, so that water drinking was inconsistent. Participants who saw drinking water as part of their self-identity had consistent and high water intake across a variety of situations. "Knowledge and attitudes," suggests that few participants had knowledge or attitudes that promoted water intake (e.g., perceived water as positive or understood the importance of hydration). "Strategies underlying attempts to increase intake" suggests that many participants lacked insight into strategies to increase water intake, although they spontaneously discussed attempts to drink more. This lead to ineffective attempts at behaviour change. Participants' mentions of dehydration and their responses to a urine colour chart suggested that many participants were possibly underhydrated. Our findings suggest that interventions and practitioners attempting to increase water intake need to increase knowledge about the importance of hydration, and encourage individuals to develop effective situated water drinking habits.