TABLE 2—

Mean Perceived Message Effectiveness (PME) by Meat Consumption Frequency for Control, Health-Focused Messages, and Environment-Focused Messages Groups: United States, September 2020–October 2020

Meat Consumption Frequency	Control, Mean (SE)	Health-Focused		Environment-Focused
Mean (SE)	P a	Mean (SE)	P a
Low meat consumption frequency	1.8 (0.10)	3.0 (0.11)	< .001	3.0 (0.11)	< .001
Moderate meat consumption frequency	1.5 (0.07)	2.8 (0.07)	< .001	2.8 (0.07)	< .001
High meat consumption frequency	2.4 (0.17)	2.9 (0.15)	.07	2.9 (0.14)	.07

Note. Meat consumption frequency was recategorized into a three-level category for statistical analysis: low meat consumption ≤ 1 time a week; moderate meat consumption > 1 time per week but < 1 time per day; high meat consumption ≥ 1 time a day. Means were obtained by combining all four PME categories using linear regression models. P values were obtained using Bonferroni correction for six comparisons (statistical significance was defined as P < .008).

^a P value is for the contrast between each Meatless Monday arm message and the control within level of meat consumption. P value for Wald test for interaction of arm and frequency of meat consumption < .001.