A comparison of participant characteristics and psychological predictors of meat and alcohol reduction in Veganuary and Dry January.

Excessive consumption of meat and alcohol are both associated with increased risks of cancer, cardiovascular disease, and premature mortality. In response, campaigns like Veganuary and Dry January encourage a month-long break from meat and alcohol, respectively. These campaigns have gained widespread popularity, with 4% of the UK participating in Veganuary and 15% in Dry January annually. Importantly, research suggests these campaigns can lead to lasting changes in consumption and well-being. In this talk I will outline my PhD study which compares the demographics of participants in each campaign and aims to understand whether similar or different factors drive reduced meat and alcohol consumption. I will then briefly introduce the study I am currently running, which has drawn on these findings to inform a targeted intervention aimed at further promoting lasting dietary change among Veganuary participants.