Veganuary Participants More Likely To Become Disgusted By Meat, Study Finds

A study from the University of Exeter has found that participants in initiatives like Veganuary and Dry January are more likely to make permanent dietary and lifestyle changes. Veganuary, where participants try a plant-based diet for the month of January, has seen millions take part since its launch in 2014. The study found that many Veganuary participants experience a shift in their identity as meat-eaters and an increase in disgust towards the animal agriculture industry.

The study also found that participants in Dry January are more likely to reduce their alcohol consumption overall or give it up entirely. Veganuary participants, in particular, are encouraged to view themselves as individuals who reduce or avoid meat, which may lead to lasting, positive changes in dietary habits. According to the study, taking part in Veganuary helps individuals address cognitive dissonances between their beliefs and behaviors around animals and meat-eating.