Cultivated attitude you have, if it’s too expensive for you or it’s a half-hour drive away, it’s not going to happen. start thinking, ‘I’m going to plan to eat less meat.’ And then, gradually, over the course of a few weeks, or months, even years, they begin to phase meat out of their diet or other kind of animal foods — and after a while, are pretty much vegetarian or vegan. So, people can go through the abrupt or gradual thing. The gradual tends to be more common. There’s also, of course, different mo-tivations why people decide to become plant-based. The main three are health reasons, environmental reasons or animal ethics. And among those, his-torically, the animal ethics reason was the most common for people becoming vegan. But it seems more and more, the past decade or two, that health and environmental reasons are the more common reasons why people are doing that. And I think that’s because there’s been a lot more research and dissem-ination of research about the health and environmental aspects of meat consumption and benefits of plant-based foods. Of course, it’s not one or the other. A lot of people, if not the majority of people, decide to become vegan for two or all three of those reasons. And so, they often co-occur where a lot of people think, ‘Maybe I’ll become vegan because it’s better for the environment.’ And then, the next day they’re reading about health benefits, and now they think, ‘Hey, now I have two reasons Alt-Meat: On the flip side, what has your research uncovered about why some people embrace a plant-based diet? ROSENFELD: When people draft a plant-based diet, there are two inter-esting paths that can go. One, we have the drastic change where some people just literally have this awakening and realization one day, where they say, ‘All right. I’m vegan now, and that’s it.’ Definitely that happens. It’s probably the minority, where the majority of people go through a more gradual, progressive stage of change where they
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