Abstract
Plant-based diets (PBDs) refer to dietary habits that reduce the consumption of animal-based products and increase the consumption of nutritionally rich plant foods. PBD’s have been shown to provide significant health benefits, such as reducing obesity and improving psychological wellbeing, and are environmentally friendly. However, few studies have investigated factors that influence young people’s thoughts and attitudes toward following a PBD in western societies, particularly in the United Kingdom. Understanding these factors may benefit public health interventions that encourage the consumption of more fruit and vegetables. The aim of this study was to explore the factors that affect young people’s intentions toward following a PBD. Twenty-one young people (18-24 years) participated in this qualitative study. Participants were asked about their views of PBDs in a semi-structured interview. Thematic analysis was utilized to explore views and the barriers and facilitators to following a PBD. The Theory of Planned Behavior (TPB) was used as a framework to organise the findings. Within attitudes, the sub-themes identified were an awareness of a healthy diet, environmental concerns, health concerns and distrust, perceptions of PBDs and associated stereotypes, perceived restriction and lack of enjoyment, and need for education. Within subjective norms, the sub-themes identified were cultural and familial norms, peer influence, and exposure through social media. Within perceived behavioral control (PBC), the sub-themes identified were a lack of independence and parental control, lack of knowledge and perceived difficulty, lack of inclusiveness and accessibility, and inconvenience. Overall, the findings suggest that increased provision of education and knowledge about PBDs to young people, and widening access to PBDs, could encourage and help improve their understanding and intention to follow this dietary style. Tailored health promotion strategies, which also consider additional barriers and facilitators found within this study, could motivate young people to consume a more PBD.
Generated Summary
This study, employing a qualitative research design, investigated the factors influencing young people’s intentions to adopt a more plant-based diet (PBD) in the United Kingdom. The research utilized semi-structured interviews with 21 young people aged 18-24 years. The Theory of Planned Behavior (TPB) served as the framework for organizing and analyzing the qualitative data, focusing on attitudes, subjective norms, and perceived behavioral control. Thematic analysis was used to identify emergent sub-themes within each TPB component. The study aimed to explore the barriers and facilitators that impact young people’s attitudes towards and intentions to follow a PBD, with the goal of informing public health interventions.
Key Findings & Statistics
- The study included 21 young people: 16 females and 5 males.
- The average age of participants was 21.9 years (± 1.3).
- Educational levels included undergraduate (66%), master’s level (24%), National diploma level (5%), and Scottish higher level (5%).
- Participants identified as white British (76%), white Scottish (14%), Chinese British (5%), and mixed British (5%).
- The mean length of interviews was 27.6 minutes (± 8.7).
- Meat production produces 48% more greenhouse gases (GHG) into earth’s atmosphere compared with plant-based food production.
Other Important Findings
- Attitudes:
- Awareness of a healthy diet: Participants expressed a strong awareness of the importance of consuming a well-balanced diet.
- Environmental motivations: Participants discussed the environmental benefits of reducing meat consumption, such as reducing greenhouse gases.
- Health concerns and distrust: Participants expressed concerns about potential health issues from reducing or omitting animal-based foods.
- Perception of PBDs and associated stereotypes: Participants reported confusion about vegan diets and held negative attitudes, associating veganism with PBD’s.
- Perceived restriction and lack of enjoyment: Participants associated PBD’s with restriction, believing they were not enjoyable.
- Need for education: Participants described a lack of education about PBD’s, especially from a young age.
- Subjective Norms:
- Cultural and familial norms: Most participants found that following a PBD was not in line with their cultural and familial norms.
- Peer influence: Participants found PBD’s more acceptable if they knew peers who consumed vegan, vegetarian, or PBD’s.
- Exposure through social media: Participants expressed that exposure to dietary information through social media allowed them to view PBD’s as normative behavior.
- Perceived Behavioral Control:
- Lack of independence and parental control: Participants’ dietary choices were influenced by a lack of independence.
- Lack of knowledge and perceived difficulty: Participants discussed a lack of knowledge about PBD’s.
- Inconvenience: Participants discussed the perceived inconvenience toward following PBD’s.
- Lack of inclusiveness and accessibility: Participants highlighted a perceived financial barrier to following a PBD.
Limitations Noted in the Document
- The study’s sample was predominantly female (76%), which may limit the generalizability of findings, as food choices can differ between genders.
- All participants were students enrolled in higher education, potentially limiting the applicability of results due to the typically higher socioeconomic status (SES) of students.
- Qualitative research is inherently subjective, with the need for triangulation with quantitative approaches to enhance the credibility of findings.
Conclusion
The study’s findings highlight the complex interplay of factors influencing young people’s attitudes toward and intentions to adopt a plant-based diet. The study’s use of the TPB framework effectively organized the data and revealed key barriers and facilitators. The study revealed that young people’s attitudes are influenced by an awareness of a healthy diet and environmental concerns. The participants’ perception of PBDs was affected by stereotypes, perceived restriction, and a lack of enjoyment, alongside a distrust of health benefits, and a need for education. Cultural and familial norms, peer influence, and exposure through social media also play significant roles. Furthermore, perceived behavioral control was influenced by a lack of independence, knowledge, and accessibility. As one participant noted, “It just makes me think ew, nah, that’s not for me and I think I would be restricting the types of things I enjoy eating so I decided against it” (1,013, female). Another said, “I think education has a huge part to play as there is a huge stigma around plant-based diets, but it’s also the way that they are done as well, you know, it’s not all peachy” (1,010, female). These findings emphasize the need for tailored health promotion strategies that address the identified barriers and leverage the facilitators. Public health interventions should prioritize increasing education and knowledge about PBDs, particularly from a young age, as well as widening access to plant-based options to increase young people’s willingness to consume a more plant-based diet. The insights from this study can guide the development of more effective strategies to encourage young people to adopt PBDs, ultimately promoting better health and environmental sustainability.