Wednesday 19 October 2022 at 7pm BST

Barriers and Behavioural Strategies to Adopting a Plant-Based Diet

with Trent Grassian PhD, Social Science Researcher

Hosted by Rohini Bajekal, Nutritionist & Board Member of Plant-Based Health Professionals UK
(CPD Accredited with 1 CPD Hour from the British Society of Lifestyle Medicine and CME accredited for the LM MOC)

What will I learn from this webinar?

  • The key points underpinning dietary behaviour change
  • The most prominent motives supporting and barriers
    inhibiting dietary change.
  • Practical strategies to support effective behaviour change toward a whole-food plant based diet.
Dr Trent Grassian - Behavioural Change Webinar

Watch the video:

This content is for members only.
This content is for members only.

The presentation will discuss how research can support us in understanding how to successfully promote dietary change toward a whole food plant-based diet. This includes drawing on the most comprehensive model of behaviour change, the Behaviour Change Wheel, and exploring the realms of social consumption theories and practice theories. This will include exploring the commons barriers and motives to dietary change, as well as the process individuals may take in reducing / eliminating their reliance on animal-based and processed foods. Thus, the goal of the presentation will be not only to help participants understand what research says, but how this can be directly applied when supporting others or themselves in pursuing a healthier diet.

About the speaker

Dr Trent Grassian is originally from the USA but has been working as a social science researcher in the UK non-profit sector for nearly a decade, where he has overseen a wide variety of research projects and evaluations across the animal protection, sustainability, health, education, and homelessness sectors. Trent is a passionate social justice advocate and particularly interested in joint-working to improve the lives of non-human and human animals.

While earning his PhD in Social Policy, Trent conducted research into the impacts of non-profit organisations promoting meat reduction and veganism, in the largest study of its kind and has given presentations all over the world about the research. Trent’s publications include an article in the journal Appetite on the process of dietary change, a book chapter on food policy in Sabate’s Environmental Nutrition and a book chapter on barriers and strategies to adopting a plant-based diet in Plant-Based Nutrition in Clinical Practice. This is a new evidence-based guide to the uses, benefits and application of a plant-based diet for health professionals by Drs Shireen & Zahra Kassam and Lisa Simon RD.

We would really appreciate a donation for this webinar (suggested donation: £5) as this enables us to continue providing evidence-based education around plant-based nutrition: donate by card or Paypal.

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This webinar lasts one hour including a Live Q&A. Questions may be submitted to

We are supported by BSLM, ProVeg and