Table 3.

Overview of Qualitative Results with Verbatim Examples.

Themes	Verbatim Example (Pseudonym)
A desire to feel better	‘The saviour was me getting chronically sick... that was my wake-up call’ (Allan) ‘I used to get these terrible pains in my stomach, and nobody could really work out what they were’ (Constance) ‘I didn’t like looking in the mirror’ (Nika)
Investigation and learning	‘It was that documentary (…) that did lead me into reading lots of the literature’ (Ivan) ‘I never really considered that what I ate could have such a big impact on my health’ (Allan) ‘I think the success came from education’ (Thea)
Helpful habits	‘We plan all our meals for the week, and we go shopping once’ (Sarina) ‘One pot meals, anything that's convenient and easy and freezable’ (Catherine) ‘We don't eat out huge amounts and when I do, I try and make better choices’ (Sarina)
Benefits	‘I think the biggest motivator for me was my health changed drastically’ (Danica) ‘I had more clarity of mind, less mood swings, (…) more motivation to exercise’ (Mateo)
Values	‘I want to live a really healthy life. (…) I know that I can affect the quality of the life that I have’ (Amara) ‘It’s proven to be really great for my health and how I feel about my contribution to the planet’ (Thea)