Health and environmental warning messages about red meat in the United States: Data from an online experiment

This dataset is from a study that aimed to develop health and environmental warning messages about red meat and test participants’ reactions to these messages in the United States. The dataset contains observations from n=1,199 US red meat consumers, sampled from a national panel. Eligibility criteria included: aged 18 years or older and self-reported consumption of any red meat in the past 30 days. Participants were randomized to view a series of either health or environmental warning messages about red meat. Messages were presented in random order (8 health messages or 10 environmental messages). The primary outcome was perceived message effectiveness. Secondary outcomes were intentions to limit red meat consumption over the next seven days and selection of the most discouraging message in each message category (health and environmental). The University of North Carolina Chapel Hill Institutional Review Board approved this study (protocol #: 19-3349). This work was funded through a grant from the Wellcome Trust, grant id # 216042/Z/19/Z.