Why Changing How We Eat Is About More Than Willpower
Introducing the COM-B model - a simple, science-backed way to change behaviour.
When it comes to eating less meat and dairy, most people think the only thing stopping them is a lack of motivation.
“If I just tried harder…”
“If I had more willpower…”
“If I cared enough…”
But the science of behaviour change tells a different story.
One of the most useful models I’ve come across is called COM-B. It’s used by public health experts, psychologists, and policy designers to understand why people do what they do, and what actually helps them change.
Let me introduce it to you. Then I’ll show you how it links to plant-based living, and what you can do with it today.
🌱 What is COM-B?
COM-B stands for:
Capability: Do I have the skills or knowledge to do this?
Opportunity: Does my environment support or block this behaviour?
Motivation: Do I want to do this, and feel it aligns with who I am?
These three factors interact to produce Behaviour.
If one is missing, change is harder.
If all three are supported, change becomes natural.
🥦 COM-B and Plant-Based Eating
Let’s apply this model to eating less meat and dairy. If someone isn’t eating more plants, it’s not because they’re lazy or selfish. It’s likely that one or more parts of COM-B are missing.
✅ 1. Capability
Do they know how to cook with beans, tofu, or lentils?
Do they know how to get enough protein, B12, or iron?
Do they know what to order at a restaurant?
🌿 Tips to build Capability:
Save a few plant-based recipes that you genuinely enjoy
Take a Sunday to batch-cook one new meal
Learn one small nutrition fact per week (e.g., “chickpeas = protein + fibre”)
✅ 2. Opportunity
Do they have access to affordable, tasty plant-based food?
Are their family or colleagues supportive?
Are plant-based options visible and easy to grab?
🌿 Tips to boost Opportunity:
Keep quick, visible plant-based snacks on hand (like hummus or fruit)
Make one shelf in your fridge a “plant-based zone”
Ask your workplace or local cafe to offer more meat-free options
✅ 3. Motivation
Do they believe plant-based eating aligns with their values?
Do they feel proud of choosing it, or ashamed?
Do they see themselves as “someone who eats less meat”?
🌿 Tips to strengthen Motivation:
Reflect on your values: ethics, environment, health. What matters to you?
Say out loud: “I’m someone who makes thoughtful food choices.”
Keep a list titled “Plant-Based Wins” and add to it weekly
💡 The Takeaway
If you’re struggling to eat less meat or dairy, don’t beat yourself up.
Instead, ask:
Is it a capability issue, an opportunity issue, or a motivation issue?
When you break it down, the path forward becomes clearer. And often, it’s not about trying harder, it’s about removing friction, adding support, and reinforcing your identity.
One small shift in one area of COM-B can unlock real momentum.
🌍 If you found this post helpful, please share it.
We need better tools, not more guilt, to help people live in ways that are ethical, sustainable, and healthy.
Follow me to understand why people are going plant-based, in a non-judgmental and supportive way.