The effect of persuasive messaging on attitude and intention to reduce meat consumption – a mediation analysis

Purpose To support the transition to a healthy and sustainable diet, interventions aimed at reducing meat consumption among consumers are essential. This study aims to examine the effectiveness of a messaging intervention to influence consumer attitudes and intention regarding meat consumption. We hypothesized that the impact of messaging on intentions would be mediated by changes in implicit and explicit attitudes. Additionally, we explored the moderating role of social desirability. Design/methodology/approach The experimental online study was conducted with a sample of UK consumers (n = 322). Participants received either a persuasive message about the negative outcomes of meat consumption or a control topic. Findings The results show that persuasive messages significantly influenced implicit and explicit attitudes directly and intention indirectly through the mediation of explicit attitudes. Contrary to our expectations, social desirability did not moderate the effect of messages, suggesting that the findings are not attributable to self-presentation strategies. Originality/value This study makes several contributions to the literature on meat consumption. First, it extends previous work by incorporating both implicit and explicit attitudes as outcome variables, offering a comprehensive account of how messaging influences meat consumption. Second, we examine whether attitudes mediate the effect of messages and intentions, clarifying the underlying mechanism of change. Third, by testing the moderating role of social desirability, the study shows that observed changes reflect genuine shifts rather than self-presentation bias. These findings have important implications, highlighting persuasive messaging as a promising policy tool to support the transition toward healthier and more sustainable diet.