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“There’s evidence that people tend to lose track of how much meat they consume, and also underestimate it. So prompting individuals to monitor their meat consumption has also been shown to be quite effective to help people reduce their intake,” said Dr Cristina Stewart, a nutritionist and health behaviour researcher at Leap, who helped to design the programme. People’s existing eating habits can be another barrier, even if they strongly intend to reduce their intake: “One way to overcome that intention-behaviour gap is to try and break up people’s current meat eating habits, and then encourage them to experiment with meat-free alternatives and other strategies, to try and build new eating habits,” said Stewart.

United kingdomAnna jonesDavid frenkielMeera sodhaCristina stewartUniversity of oxford livestockOnline programme to tackle individuals meat intakeOptimise meat trackerOnline programmeTackle individuals meat intakeLuise vindahlLittle green kitchenஒன்றுபட்டது கிஂக்டம்அண்ணா ஜோன்ஸ்மீரா சோடாகிறிஸ்டினா ஸ்டீவர்ட்