“…MRDs are correlated with decreased consumption of harmful levels of animal fats, and increased consumption of protective foods such as fruit, vegetables, legumes, nuts/seeds, and, for some MRDs, fish protein and oils (Cade, Burly, Greenwood, & the UK Women's Cohort Study Steering Group, 2004;Clifton, 2013). As such, balanced MRDs have numerous positive health implications, and are associated with further protective health behaviours such as reduced alcohol and tobacco consumption (American Dietetic Association, 2003;Apostolopoulou, Michalakis, Miras, Hatzitolios, & Savopoulos, 2012;Barnard, Katcher, Jenkins, Cohen, & Turner-McGrievy, 2009;de Lorgeril et al, 1996;McEvoy, Temple, & Woodside, 2012;Phillips, 2005;Rees et al, 2013;Sofi, Abbate, Gensini, & Casini, 2010;Stitcher, Smith, & Davidson, 2010). However, despite the health benefits associated with eating less meat, individuals' beliefs about the ethicality and healthfulness of meat (including consumption of quantity or type) can vary (e.g., Beardsworth & Bryman, 1999;Beardsworth et al, 2002;Dyett, Sabaté, Haddad, Rajaram, & Shavlik, 2013), influencing whether or not they are motivated to engage in MRD.…”