Misinformation about food, health, and climate is spreading rapidly online, shaping what people
believe about meat, plant-based diets, and sustainability. These misleading narratives can confuse
consumers, weaken support for climate action, and undermine efforts to promote healthier, more
environmentally responsible food choices. Yet despite the central role of food systems in global
emissions, little is known about how diet-related misinformation emerges, spreads, and influences
public reasoning.
This project provides the first comprehensive psychological investigation of this problem through four linked studies. Study 1 analyses UK social-media content to develop a validated classification of the main misinformation themes: misleading health claims, distorted environmental arguments, cultural narratives, and conspiratorial frames. Study 2 uses controlled experiments to test how exposure to these narratives affects belief accuracy, perceived scientific consensus, and willingness to reduce meat consumption, while identifying who is most susceptible and why. Study 3 examines virality by modelling emotional content, engagement patterns, and the diffusion lifespan of different misinformation types to reveal what makes some narratives particularly widespread. Study 4 evaluates practical, scalable interventions, including accuracy prompts, conversational-AI refutation, and an innovative barcode-scanning app that delivers personalised, evidence-based guidance. By integrating large-scale social-media analysis, psychological experimentation, and real-world digital tools, the project brings cutting-edge methods to an urgent societal challenge. It offers the first rigorous framework for understanding diet-related misinformation and develops tools to help people navigate misleading claims. The findings will support health communicators, environmental organisations, and policymakers in promoting healthier, more sustainable, and better-informed communities.