Research project title: Investigating the role of social identity in diet change for Veganuary participants
My aim is to develop a meaningful way to inspire and connect with people to influence them to reduce their meat/animal product intake. I am studying the role that social identity has in the transition towards veganism by investigating this link with Veganuary participants in a series of qualitative interviews.
The findings of this research will aim to inform on future interventions to increase awareness of veganism and encourage more people to reduce their meat and animal product intake. Social identity is a useful tool in affecting behaviour change, so an understanding of the link between social identity and diet change could have a great impact on improving attitudes towards veganism.