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Introduction A key approach to fostering more sustainable food systems involves shifting dietary patterns towards increased plant-based eating. However, plant-based eating remains low among Canadians. The objective of this research was therefore to explore public perceptions of plant-based eating in a Canadian context. Methods A qualitative design was used to analyze social media comments posted on Canadian news source Facebook articles between January 16th, 2019 – July 16th, 2020. Investigating perceptions of plant-based eating on social media may capture a broader sample of the population than can be captured using other qualitative methods. Template analysis, a type of codebook thematic analysis, was used to generate themes and subthemes using NVivo software. Results Nine articles were selected for inclusion and a total of n = 4,918 comments were collected. Five themes and 19 subthemes related to plant-based eating were generated and presented with quotations. Themes included: (1) The ethics of food; (2) The affordability and accessibility of food; (3) Distrust of food system stakeholders; (4) Beliefs related to dietary behavior, health, and the environment; and (5) Sensory aspects of plant-based proteins. Discussion Findings suggest that addressing food affordability and accessibility, increasing public food literacy, using non-judgmental approaches, and increasing food system transparency and communication may be strategies to foster plant-based eating. Results of this study provide insight for the development of more effective public health messaging about plant-based eating and help inform future research and interventions to address barriers related to plant-based eating and promote consumption.
Eckert et al. (Tue,) studied this question.