Background: In health education, there is a risk of giving overly prescriptive recommendations, potentially activating conflicting in-group norms that reduce message receptiveness. For example, the notion of 'unhealthy youth' is a stereotype which suggests that young people are expected to make unhealthy choices. If such in-group norms are…

Objective: This study aimed to describe Discourses on vegetarian food in the Swedish school subject Home and Consumer Studies. Design: The study involved the observation of naturally occurring classroom talk, with audio recording and in some cases video-taping. Setting: The study was conducted during Home and Consumer Studies lessons in five…