HOW CAN DIGITAL BEHAVIOR CHANGE INTERVENTIONS BE USED TO AFFECT DIETARY BEHAVIOR?

Abstract: This paper explores the usage of digital behavior change applied to veganism by applying various concepts from different behavior change models. These models are used as a basis to create several intervention posts that are presented to participants over a period of 8 days via the medium of Instagram. The transtheoretical model is used as a tool of measurement of how participants progress by placing them in distinct stages of change, based on interviews conducted before and after being exposed to the intervention posts. For this purpose, several behavior change interventions are designed with the help of the Behavior Change Wheel model. By measuring the rate of recollection of each intervention post we get an overview of how well different types of posts stick in memory. Of the intervention functions in the Behavior Change Wheel, Education was found to be the most important in our study, meaning that most participants found a lack of knowledge to be a limiting factor. The economical aspect of vegan food was also found to be a major aspect in our sample group of university students. Additionally it was observed that participants were communicating and recommending recipes to each other, it was found that this had a major influence on the behavior of our participants.