Our research, in collaboration with the University of Edinburgh and the University of Cambridge, tested whether educational videos about the environmental and ethical impacts of animal agriculture could influence real food choices among university students.

In one intervention, students who watched an environmental-focused video were 2.5 times more likely to use food vouchers on vegetarian or vegan meals compared to those who watched a neutral video. 

A second, larger study found that students who viewed either an environmental- or ethics-focused video were significantly more likely to choose a plant-based meal at a formal dinner than those in the control group. 

While the magnitude of the effect varied between Study 1 and 2, these findings suggest that well-crafted educational presentations can shift real-world eating toward plant-forward and plant-based choices — even after just one viewing.

For all the details, check out the pre-print of the full report, available here. 

EDIT (09/12/2025): The article is now published in PHAIR (Psychology of Human-Animal Intergroup Relations), an open-access academic journal.