Explaining intention to reduce red and processed meat in the UK and Italy using the theory of planned behaviour, meat-eater identity, and the Transtheoretical model.

This study aimed to contribute to the growing literature investigating the psychosocial factors associated with intentions to reduce red and processed meat consumption, given the significant negative impact of meat on public health and in contributing to climate change. A framework combining the Theory of Planned Behaviour with meat-eater identity and the Transtheoretical Model was used to explain intention to reduce red and processed meat consumption across participant samples in the UK and Italy, to identify the factors involved in encouraging behaviour change whilst also considering differences in culinary practices. University students in the UK (n = 320) and Italy (n = 304) completed an online survey including measures from the Theory of Planned Behaviour and the Transtheoretical Model, as well as a measure of meat-eater identity. The results showed differences in the relative impact of subjective norm, perceived behavioural control, and meat-eater identity, on behavioural intention across the different stages of change and across the two countries. On the other hand, attitude remained a stable predictor across the different stages of change and in both countries. The results are discussed in relation to existing literature, with the goal of increasing understanding of how reduced meat consumption might be encouraged across different populations.

Different Frames to Reduce Red Meat Intake: The Moderating Role of Self-Efficacy.

Previous research has shown that messages aimed at reducing red meat intake often do not have the expected effect. In the present study, we tested whether prefactual ("If… then") or factual messages focused on health or wellbeing concerns have different persuasive effects depending on the recipient's level of eating self-efficacy. Young adult participants (N = 247) completed a questionnaire measuring their eating self-efficacy and current red meat consumption. They were then presented with a prefactual or factual version of a message describing the possible negative impact of excessive red meat consumption on either health or wellbeing. After reading the message participants reported their involvement with the message and intention to eat red meat in the future. Results showed that prefactual wellbeing messages and factual health messages trigger participants' involvement and, in turn, reduce their intention to eat red meat more than the other message combinations. Eating self-efficacy moderates these effects, with factual health messages persuading people with high self-efficacy and prefactual wellbeing messages persuading also receivers with an average level of self-efficacy. Discussion focuses on which message frames can be more effective in promoting a reduction in red meat consumption in a wider population.

Informational and emotional daily messages to reduce red and processed meat consumption.

In the present study we tested a daily messaging intervention aimed at promoting the reduction of red and processed meat consumption (RPMC). We randomly allocated 180 young adults to three different message conditions. Participants in the informational condition read messages on the consequences of excessive RPMC on one's health and the environment. Participants in the emotional condition read messages eliciting anticipated regret for the consequences of excessive RPMC on one's health and the environment. Participants in the control condition read messages on the health and the environment consequences of sugar consumption. We sent messages through a chatbot every morning for two weeks. RPMC, attitude, intention, and anticipated regret regarding RPMC were measured three times: before the two-week messaging intervention (baseline), immediately after the intervention (post intervention) and two months thereafter (follow up). RPMC was also measured through food diaries, completed for two weeks after the intervention. Compared to the control condition, participants exposed to emotional messages reduced RPMC at follow up, while this was not the case for participants exposed to informational messages. In addition, anticipated regret and intention mediated the effects of emotional messages on RPMC. Implications for devising effective messaging interventions to change RPMC are discussed.

Promoting water intake. The persuasiveness of a messaging intervention based on anticipated negative affective reactions and self-monitoring.

The present research focused on water intake (WI) in young adults. Study 1 (N = 272) was a correlational study and showed affective attitude, perceived behavioural control, past behaviour and anticipated negative affective reactions (ANAR) to predict WI intentions. It also showed intentions, instrumental attitude, perceived behavioural control, and past behaviour to predict WI prospectively. In addition, ANAR moderates the relationship between intention and future water intake (WI). Study 2 (N = 197) was an experimental study and showed that daily text messages targeting ANAR plus a self-monitoring manipulation increased WI immediately after the intervention although this effect did not persist one month later. Mediation analysis indicated the intervention impacted WI via sequentially changing ANAR and intention.

Psychosocial drivers influencing local food purchasing: beyond availability, the importance of trust in farmers.

Introduction: Although consumers bought more local food during the changing context of pandemic COVID -19, this positive modification may not become a stable habit afterward. Methods: To understand this change in drivers of consumers' intention to buy local food, we investigated the role of perceptions of various intrinsic and extrinsic attributes of local food, its perceived quality, price and availability, and consumers' trust in local food producers. We also investigated the role of sociodemographic variables as well as the moderating role of consumers' stage of change (i.e., absence, reduction, maintenance, and increase) in the purchase of local food. Results: Structural equation modeling results on a representative sample of Italian consumers (N = 511) showed that local food availability is the main driver of purchase intention (ß = 0.20; p = 0.001), especially among consumers who have changed their habits toward buying local food (reduction stage = ß = 0.24; increase stage = 0.30; p = 0.001). In addition, trust in local food producers was found to be a key antecedent to consumers' perceptions of local food as environmentally friendly (ß = 0.57; p = 0.001), healthy (ß = 0.55; p = 0.001), authentic (ß = 0.58; p = 0.001), tasty (ß = 0.52; p = 0.001), socially sustainable (ß = 0.59; p = 0.001), and as a product with a good appearance (ß = 0.55; p = 0.001). Discussion: Overall, these results improve our understanding of which food attributes should be emphasized in communication to promote the purchase of local food.

A theory-based and data-driven approach to promoting physical activity through message-based interventions.

Objective: We investigated how physical activity can be effectively promoted with a message-based intervention, by combining the explanatory power of theory-based structural equation modeling with the predictive power of data-driven artificial intelligence. Methods: A sample of 564 participants took part in a two-week message intervention via a mobile app. We measured participants' regulatory focus, attitude, perceived behavioral control, social norm, and intention to engage in physical activity. We then randomly assigned participants to four message conditions (gain, non-loss, non-gain, loss). After the intervention ended, we measured emotions triggered by the messages, involvement, deep processing, and any change in intention to engage in physical activity. Results: Data analysis confirmed the soundness of our theory-based structural equation model (SEM) and how the emotions triggered by the messages mediated the influence of regulatory focus on involvement, deep processing of the messages, and intention. We then developed a Dynamic Bayesian Network (DBN) that incorporated the SEM model and the message frame intervention as a structural backbone to obtain the best combination of in-sample explanatory power and out-of-sample predictive power. Using a Deep Reinforcement Learning (DRL) approach, we then developed an automated, fast-profiling strategy to quickly select the best message strategy, based on the characteristics of each potential respondent. Finally, the fast-profiling method was integrated into an AI-based chatbot. Conclusion: Combining the explanatory power of theory-driven structural equation modeling with the predictive power of data-driven artificial intelligence is a promising strategy to effectively promote physical activity with message-based interventions.

Legumes or Meat? The Effectiveness of Recommendation Messages towards a Plant-Based Diet Depends on People's Identification with Flexitarians.

In the present research, we analyzed how to promote a plant-based diet by involving 428 volunteers in a 2-week mobile app intervention. We compared messages promoting the addition of legumes versus messages promoting the replacement of meat with legumes. Messages were either combined or not combined with dynamic norms (i.e., information that more and more people are enacting the behavior). We compared these messages with a control condition (i.e., no message intervention) and we also analyzed the moderation effect of receivers' identification with flexitarians (i.e., people who occasionally eat animal products) and attitudes towards them. In the short term, addition messages increased legume consumption more than replacement messages, especially in people with a negative evaluation of flexitarians and low identification with them. In the long term, increased legume consumption was recorded only when addition messages were combined with dynamic norms. As for meat consumption, the replacement messages were more effective in reducing it in the short term than in the long term, especially in people with positive attitudes towards flexitarians. However, replacement messages combined with dynamic norms were more effective in the long term than in the short term. These results advance our comprehension of how to tailor dietary messages.

The Effect of Message Framing in Promoting the Mediterranean Diet: The Moderating Role of Eating Self-Efficacy.

Although a Mediterranean diet (MeDiet) provides several psychophysical health benefits, research on how to effectively promote MeDiet adherence is still lacking. In the present study, we tested the effectiveness of a messaging intervention aimed at promoting the adherence to the Mediterranean diet. A total of 435 Italian participants responded to a questionnaire on their eating self-efficacy and adherence to the MeDiet at Time 1. Then, participants were randomly assigned to three different conditions: (a) gain messages focused on the positive outcomes of MeDiet adherence; (b) non-loss messages focused on the avoided negative outcomes associated with MeDiet adherence; (c) no messages (control). After the 2 week intervention, participants answered some questions regarding their perception of threat and distress, evaluation of the messages, and adherence to the MeDiet at Time 2. We also tested whether the messaging intervention influenced participants' MeDiet adherence at Time 2. Results confirmed that the messaging intervention enhanced the MeDiet adherence (F(2,432) = 4.61; p = 0.01, ηp2 = 0.02), with no difference between exposure to gain or non-loss messages (95% LLCI = -0.32; 95% ULCI = 0.54). We then tested whether message framing effectiveness was influenced by eating self-efficacy, and results showed that gain messages were more persuasive for participants with low eating self-efficacy (effect size = 0.01; p for interaction = 0.03). Discussion suggests that tailoring messages according to receivers' psychological characteristics seems to be pivotal to enhance the persuasiveness of messages aimed at promoting the MeDiet adherence.

The Influence of Message Framing on Consumers' Selection of Local Food.

Although local food purchasing provides several benefits to both consumers and producers, research on what recommendation messages can effectively promote the purchase of local food is still lacking. In the present study, 410 participants were involved in a 2-week intervention relying on prefactual (i.e., "If … then") messages promoting the purchase of local food. All messages were sent through a research app to participants' mobile phones and were focused on environmental consequences of purchasing (or not purchasing) local food. Four experimental conditions involving messages differing as to outcome sensitivity framing (i.e., gain, non-loss, non-gain and loss) were compared to a control condition. To test the effectiveness of the messages, before and after the 2-week intervention participants were involved in a choice task. They were asked to choose among fruits with different provenience, that is, from the participants' municipality of residence or abroad. Results showed that all message frames increased the selection of local food, compared to control. Furthermore, pro-environmental consumers were more persuaded by messages formulated in terms of gains and non-gains, whereas healthy consumers were more persuaded by messages formulated in terms of losses or non-losses. Discussion focuses on the advantages of tailored communication to promote the purchase of local food.

Framing and Tailoring Prefactual Messages to Reduce Red Meat Consumption: Predicting Effects Through a Psychology-Based Graphical Causal Model.

Effective recommendations on healthy food choice need to be personalized and sent out on a large scale. In this paper, we present a model of automatic message selection tailored on the characteristics of the recipient and focused on the reduction of red meat consumption. This model is obtained through the collaboration between social psychologists and artificial intelligence experts. Starting from selected psychosocial models on food choices and the framing effects of recommendation messages, we involved a sample of Italian participants in an experiment in which they: (a) filled out a first questionnaire, which was aimed at detecting the psychosocial antecedents of the intention to eat red/processed meat; (b) read messages differing as to the framing of the hypothetical consequences of reducing (gain, non-loss) versus not reducing (non-gain, loss) red/processed meat consumption; (c) filled out a second questionnaire, which was aimed at detecting participants' reaction to the messages, as well as any changes in their intention to consume red/processed meat. Data collected were then employed to learn both the structure and the parameters of a Graphical Causal Model (GCM) based on a Dynamic Bayesian Network (DBN), aimed to predicting the potential effects of message delivery from the observation of the psychosocial antecedents. Such probabilistic predictor is intended as the basis for developing automated interactions strategies using Deep Reinforcement Learning (DRL) techniques. Discussion focuses on how to develop automatic interaction strategies able to foster mindful eating, thanks to (a) considering the psychosocial characteristics of the people involved; (b) sending messages tailored on these characteristics; (c) adapting interaction strategies according to people's reactions.

Affective components in promoting physical activity: A randomized controlled trial of message framing.

Although the study of the affective components involved in predicting physical activity is spreading faster and faster, there is a lack of studies testing their role when promoting physical activity through message interventions. In the present study, we considered these components by focusing on how anticipated affective reactions and emotional processing of the messages influence receivers' affective attitude toward physical activity, concurrent behavior, and future intention. A sample of 250 participants was involved in an intervention relying on prefactual (i.e., "If … then…") messages promoting physical activity. All messages were sent through a research app and were focused on the expected consequences of exercising (or not exercising). Four experimental conditions involving messages differing as to their outcome sensitivity framing (i.e., gain, non-loss, non-gain, and loss) were compared to a control condition. Results showed that reading gain and non-gain messages enhanced the positive affective attitude toward physical activity, compared to control. Enhanced affective attitude after the intervention increased, in turn, self-reported physical activity and future intention. Interestingly, gain messages were even more persuasive for people with a low level of positive anticipated affective reactions. Furthermore, their effectiveness was especially attributable to the elicitation of hope in receivers. Discussion focuses on the advantages of considering affective components and their implications when promoting physical activity.

The Effect of Persuasive Messages in Promoting Home-Based Physical Activity During COVID-19 Pandemic.

We tested the plausibility of a persuasion model to understand the effects of messages framed in terms of gain, non-loss, loss, and non-gain, and related to the physical, mental and social consequences of doing physical activity at home during the lockdown restrictions. 272 Italian participants responded to a questionnaire on their attitude and intention at Time 1, frequency of past behavior, and self-efficacy related to exercising at home. Then, participants were randomly assigned to four different message conditions: (a) gain messages focused on the positive outcomes associated with doing physical activity at home; (b) non-loss messages focused on the avoided negative outcomes associated with doing physical activity at home; (d) loss messages focused on the negative outcomes associated with not doing physical activity at home; (c) non-gain messages focused on the missed positive outcomes associated with not doing physical activity at home. After reading the messages, participants answered a series of questions regarding their perception of threat and fear, their evaluation of the messages, and their attitude and intention toward exercising at home at Time 2. Using multigroup structural equation modeling, we compared message conditions, and tested whether the effects of the messages on attitude and intention at Time 2 were mediated by message-induced threat, message-induced fear, and message evaluation. Results showed that the perception of the messages as not threatening was the key point to activate a positive evaluation of the recommendation. The highest persuasive effect was observed in the case of the non-loss frame, which did not threaten the receivers, triggered a moderated fear and, in turn, activated a positive evaluation of the recommendation, as well as higher attitude and intention to do home-based physical activity at Time 2. Overall, these results advance our comprehension of the effects of message framing on receivers' attitudes and intentions toward home-based physical activity.

A Cognitive-Emotional Model to Explain Message Framing Effects: Reducing Meat Consumption.

We tested the plausibility of a cognitive-emotional model to understand the effects of messages framed in terms of gain, non-loss, non-gain, and loss, and related to the health consequences of red/processed meat consumption. A total of 544 Italian participants reported their attitude toward reduced red/processed meat consumption and intention to eat red/processed meat (time 1 questionnaire). One week later, participants were randomly assigned to four different message conditions: (a) gain messages focused on the positive health outcomes associated with low meat consumption; (b) non-loss messages focused on the avoided negative health outcomes associated with low meat consumption; (c) non-gain messages focused on the missed positive health outcomes associated with high meat consumption; (d) loss messages focused on the negative health outcomes associated with high meat consumption (message sending). After reading the messages, participants answered a series of questions regarding their emotional and cognitive reactions to the messages, their evaluation of the messages, and again their attitude and intention toward red/processed meat consumption (time 2 questionnaire). Comparing different multivariate linear models under the Bayesian approach, we selected the model with the highest plausibility conditioned to observed data. In this model, message-induced fear influenced systematic processing, which in turn positively influenced message evaluation and attitude, leading to reduced intention to consume red/processed meat. Vice versa, message-induced anger reduced systematic processing, which in turn negatively influenced message evaluation, and led to no effect on attitude and intention. The comparison among message conditions showed that gain and non-loss messages activated integrated emotional and cognitive processing of the health recommendation, while loss and non-gain messages mainly activated emotional shortcuts toward attitude and intention. Overall, these results advance our comprehension of the effects of message framing on receivers' attitudes and intentions.

Connecting Social Psychology and Deep Reinforcement Learning: A Probabilistic Predictor on the Intention to Do Home-Based Physical Activity After Message Exposure.

Previous research has shown that sending personalized messages consistent with the recipient's psychological profile is essential to activate the change toward a healthy lifestyle. In this paper we present an example of how artificial intelligence can support psychology in this process, illustrating the development of a probabilistic predictor in the form of a Dynamic Bayesian Network (DBN). The predictor regards the change in the intention to do home-based physical activity after message exposure. The data used to construct the predictor are those of a study on the effects of framing in communication to promote physical activity at home during the Covid-19 lockdown. The theoretical reference is that of psychosocial research on the effects of framing, according to which similar communicative contents formulated in different ways can be differently effective depending on the characteristics of the recipient. Study participants completed a first questionnaire aimed at measuring the psychosocial dimensions involved in doing physical activity at home. Next, they read recommendation messages formulated with one of four different frames (gain, non-loss, non-gain, and loss). Finally, they completed a second questionnaire measuring their perception of the messages and again the intention to exercise at home. The collected data were analyzed to elicit a DBN, i.e., a probabilistic structure representing the interrelationships between all the dimensions considered in the study. The adopted procedure was aimed to achieve a good balance between explainability and predictivity. The elicited DBN was found to be consistent with the psychosocial theories assumed as reference and able to predict the effectiveness of the different messages starting from the relevant psychosocial dimensions of the recipients. In the next steps of our project, the DBN will form the basis for the training of a Deep Reinforcement Learning (DRL) system for the synthesis of automatic interaction strategies. In turn, the DRL system will train a Deep Neural Network (DNN) that will guide the online interaction process. The discussion focuses on the advantages of the proposed procedure in terms of interpretability and effectiveness.

Using Messages Targeting Psychological versus Physical Health Benefits to Promote Walking Behaviour: A Randomised Controlled Trial.

BACKGROUND: This study aimed to test the efficacy of a messaging intervention targeting psychological or physical benefits plus goal setting and self-monitoring strategies to promote walking activity in the university context. METHODS: Two hundred and thirty university students from the University of Naples Federico II were randomly allocated to one of four conditions: physical health messages + self-monitoring, psychological health (well-being) messages + self-monitoring, self-monitoring, and no messages. All three intervention conditions were exposed to goal setting (doing at least 7,000 steps a day) and participants were required to monitor their daily progress through the specific step counting app. Participants' walking activity and related psychological variables were assessed at T1 and T2. We ran ANCOVAs and mediation analysis to test our research questions and hypotheses. Analyses were based on the N = 156 who completed all measures at both time points. RESULTS: Participants in the three experimental (message) conditions reported improvement in psychological variables and behaviour. In particular, the messages focused on the physical health benefits, combined with self-monitoring, were the most effective. CONCLUSIONS: Our study provides new information on the factors that could be usefully targeted to promote walking activity (i.e. intention, past behaviour, action control, and persuasive messages on the physical benefits of walking).

Why Do Consumers Intend to Purchase Natural Food? Integrating Theory of Planned Behavior, Value-Belief-Norm Theory, and Trust.

Natural labels are increasingly present in the market and appreciated by consumers, despite formal regulation still missing. Knowing the psychosocial factors that may predict natural food choice may be useful to understand what drives consumers to choose this category of food. We analyzed the antecedents of consumers' intention to purchase natural food, testing a theoretical model that integrates the theory of planned behavior (TPB), the value-belief-norm (VBN) theory, and consumers' trust in natural food. A sample of Italian participants (N = 1018) filled an online questionnaire assessing intention to buy natural food, TPB and VBN variables, and trust in the natural food supply chain. The model applied yielded results which confirmed the predictiveness of the tested integrated model. Attitude and perceived behavioral control were the strongest antecedents of intention, followed by trust and personal norm. Consumers' intention to buy natural food was also associated with their evaluation of the consequences and possibilities related to the purchase behavior, as well as with their moral evaluation attributable to pro-environmental determinants.

Resilience effects in food consumption behaviour at the time of Covid-19: perspectives from Italy.

The Covid-19 pandemic lead Italy to undertake a severe lockdown for almost two months. All of a sudden, the lives of Italians were forced to shift in accordance with the regulations issued by government. This change in the lives of Italians can be mirrored by an adjustment in food consumer behaviour that, consequently, brought about a transition in the whole supply chain. This paper gives an overview of the recent changes in consumption patterns that occurred due to the Italian lockdown, and how evolutions in behaviour are intertwined with the evolution of the main food supply chains. Many of the events here depicted are likely to last far beyond the crisis and affect the subsequent evolution of food consumption in Italy. The Italian retail supply chain successfully adapted to the big shift in consumption. Despite purchases for essential items having increased, no stockout harmed the food security of Italians. Out-of-home consumption moved inside houses giving space to home meal preparation and comfort food. Home delivery has been the most important element in this context, as it boomed during this period, helping laggard consumers fill the digital divide, as it was mostly mediated by e-commerce platforms and instant messaging. It was also the leverage that allowed small retailers and small producers regain their space. This crisis calls for a more sustainable food system that will be increasingly oriented to moving goods rather than people, which will also have relevance in the coming years.

Regulatory Focus and the Effect of Nutritional Messages on Health and Well-Being: The Case of Red Meat Intake.

BACKGROUND: The persuasiveness of nutritional messages varies according to individual regulatory focus. However, so far research has focused on the negative or positive valence of the message, while we lack research on the differential effectiveness of health vs. well-being messages. We tested whether messages centred on negative health or well-being outcomes influenced the intention to eat red meat, and whether participants' predominant regulatory focus moderated this effect. METHODS: Participants (N = 207; 83 males, 124 females; mean age = 24.89, SD = 7.76) completed a questionnaire measuring dietary preferences and predominant regulatory focus. They were then presented with different versions of a message describing the negative effects of excessive red meat consumption on either health or well-being. They rated their involvement in the message and intention to eat red meat. RESULTS: Participants with a prevalent prevention focus showed greater involvement and lower intention to eat red meat after reading health messages than after reading well-being messages. No such difference was found in participants with a prevalent promotion focus. CONCLUSIONS: Emphasising the avoidance of organic diseases appears to be an effective strategy to involve individuals and reduce their intention to eat red meat, especially when they have a predominant prevention focus.

The "Land of Fires" Toxic Waste Scandal and Its Effect on Consumer Food Choices.

The present study focused on an environmental scandal that occurred in Italy, the Land of Fires toxic waste scandal, which caused consumer concerns related to the safety of food produced in the affected region, as well as massive market reduction in products associated with the polluted area. Based on a representative sample of Italian households (N = 1134), this study applied an extended Theory of Planned Behavior (TPB) model to analyze consumer purchases of regional food products after this environmental hazard. In addition to attitudes, subjective norms and perceived behavioral control, the model included risk perception, trust, and actual purchases. Using a structural equation model, our results provided support to the hypothesis that consumer perceptions of risk negatively impacted their purchase behaviors and suggested that increasing Italians' trust in government information could reduce their perceived risk and, consequently, increase their intention to purchase regional food.

Randomized controlled trial of a messaging intervention to increase fruit and vegetable intake in adolescents: Affective versus instrumental messages.

OBJECTIVE: The present research aimed to test the efficacy of affective and instrumental text messages compared with a no-message control as a strategy to increase fruit and vegetable intake (FVI) in adolescents. DESIGN: A randomized controlled trial was used test impact of different text messages compared with no message on FVI over a 2-week period. METHOD: A total of 1,065 adolescents (14-19 years) from a high school of the South of Italy completed the baseline questionnaire and were randomly allocated to one of three conditions: instrumental messages (N = 238), affective messages (N = 300), and no messages (N = 521). Students in the message conditions received one message each day over a 2-week period. The messages targeted affective (affective benefits) or instrumental (instrumental benefits) information about FVI. Self-reported FVI at 2 weeks was the key dependent variable. Analyses were based on the N = 634 who completed all aspects of the study. RESULTS: Findings showed that messages significantly increased FVI, particularly in the affective condition and this effect was partially mediated by changes in affective attitude and intentions towards FVI. CONCLUSION: Text messages can be used to increase FVI in adolescents. Text messages based on affective benefits are more effective than text messages based on instrumental benefits. Statement of contribution What is already known on this subject? Text messages have been shown to promote positive change in health behaviours. However, the most appropriate target for such text messages is less clear although targeting attitudes may be effective. What does this study add? This randomized controlled study shows that text messages targeting instrumental or affective attitudes produce changes in fruit and vegetable intake (FVI) in adolescents. Text messages targeting affective attitudes are shown to be more effective than text messages targeting instrumental attitudes. The effect of affective text messages on FVI was partially mediated by changes in affective attitudes.