Abstract P224: The Collaborative, Iterative Process of Changing Diet Toward Plant Proteins: A Qualitative Study Exploring the Drivers and Process of Dietary Change

Background: Psychological models describe dietary change as linear, self-regulatory, and outcome driven. Yet, the average adult tries at least two diets a year and abandons them after a few days. The cardiometabolic benefits of plant proteins (PP) are undisputed, but changing protein choices can be challenging. Methods: We recruited 30 adults who changed their protein choice using snowball sampling and conducted inductive semi-structured interviews to understand why and how protein choices shift, who influences them, and whether they stick. Participants shared influencer names, the extent of influence (high-3, medium-2, low-1), and their rationale regarding food decisions. We transcribed and analyzed the interviews to identify common themes and mapped their social network. Results: (90%) 27/30 identified at least two PP sources, (33%) 10/30 entirely replaced animal protein (AP) with PP, (57%) 17/30 decreased AP intake significantly but did not replace it with PP, (10%) 3/30 increased AP sources. All reported continuing change for at least six months. Our analysis, Figure 1, uncovers a mindful process of change that is collaborative, continuous, iterative, and adaptive, anchored in three dimensions: 1) Crafting the milieu - personal and social environment: 2) Discovering social self - cultivating psychosocial awareness thru practice and reflection: and 3) Sociotechnical art - acquiring culinary knowledge from others. Social network analysis (SNA) revealed three boundary spanners connecting more than one group, betweenness (>0.4), three popular participants, eigencentrality (>0.5) and many community formations, modularity (0.82), Figure 2. Conclusion: Based on our results, people who desire change gravitate toward those who have successfully navigated it. The process of dietary change reveals opportunities to tailor diets supporting close family and connections. Identifying and targeting diet recommendations towards influencers in local communities may help achieve widespread and long-lasting change.