I am excited to announce that my PhD Dissertation, A New Way of Eating: Creating Meat Reducers, Vegetarians and Vegans is now freely available. The dissertation outlines the methods and results of a research project that took place between 2016 and 2018 and includes a discussion of the findings and recommendations for campaigns, policy and future research. It is the most comprehensive study of meat reduction and vegan campaigns to date.
The project was mixed-methods, combining staff interviews with focus groups and a longitudinal survey with participants. If you want to find out more but are not keen to read 300+ pages, you can also read my free report I designed specifically for campaigners, policy makers and others interested parties, with key findings and recommendations.