Consumers' readiness to eat a plant-based diet

Lea, E.J., Crawford, David and Worsley, Anthony 2006, Consumers' readiness to eat a plant-based diet, European journal of clinical nutrition, vol. 60, pp. 342-351, doi: 10.1038/sj.ejcn.1602320.

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Title Consumers' readiness to eat a plant-based diet
Author(s) Lea, E.J.
Crawford, DavidORCID iD for Crawford, David
Worsley, AnthonyORCID iD for Worsley, Anthony
Journal name European journal of clinical nutrition
Volume number 60
Start page 342
End page 351
Publisher John Libbey & Co
Place of publication London, England
Publication date 2006
ISSN 0954-3007
Keyword(s) plant-based diet
stages of change model
food habits
diet surveys
Summary Objective: The aim of this study was to examine consumers' readiness to change to a plant-based diet. Design: Mail survey that included questions on readiness to change, eating habits and perceived benefits and barriers to the consumption of a plant-based diet. Setting: Victoria, Australia. Subjects: A total of 415 randomly selected adults. Results: In terms of their readiness to eat a plant-based diet, the majority (58%) of participants were in the precontemplation stage of change, while 14% were in contemplation/preparation, and 28% in action/maintenance. Those in the action/maintenance stage ate more fruit, vegetables, nuts, seeds, whole-meal bread, and cooked cereals than those in earlier stages. There were statistically significant differences in age and vegetarian status between the stages of change, but not for other demographic variables. There were strong differences across the stages of change with regard to perceived benefits and barriers to plant-based diets. For example, those in action/maintenance scored highest for benefit factors associated with well-being, weight, health, convenience and finances, whereas those in the precontemplation stage did not recognise such benefits. Conclusions: These findings can be utilised to help provide appropriate nutrition education and advertising, targeted at specific stages of change. For example, education about how it is possible to obtain iron and protein from a plant-based diet and on the benefits of change, in addition to tips on how to make a gradual, easy transition to a plant-based diet, could help progress precontemplators to later stages.

Notes published online 9 November 2005
Language eng
DOI 10.1038/sj.ejcn.1602320
Field of Research 111799 Public Health and Health Services not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2005
Copyright notice ©2008, Nature Publishing Group
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