Evaluating adults’ health-related values and preferences about unprocessed red meat and processed meat consumption: protocol for a cross-sectional mixed-methods study

Background: People need to choose from a wide range of foods, and in addition to availability and accessibility, people's values and preferences largely determine their daily food choices. Given the potential adverse health consequences of red and processed meat and the limited knowledge on individuals' health-related values and preferences on the topic, such data would be useful in the development of recommendations regarding meat consumption. …