= 7 participants), using thematic analysis. The intervention focused on enhancing capability and motivation through healthy eating and protein diversity activities in a 1-week stand to address limited knowledge about vegetarian foods while being considerate of those opposed to vegetarianism. Sales data indicated that the intervention was not sufficient to increase purchases, with no significant difference in the proportion of vegetarian menus sold. Focus groups revealed positive feedback on the educational stand, mixed opinions on how pricing affects menu attractiveness, and a preference for "flexitarian" labeling. Future efforts should focus on combining educational approaches with practical strategies, as well as making vegetarian menus more appealing. The use of a theoretical framework was crucial to help us avoid missteps when designing an intervention to promote vegetarian menus in a sensitive context.
Carrard et al. (Tue,) studied this question.
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