Ideological resistance to veg*n advocacy: An identity-based motivational account

Animal-based diets in Western countries are increasingly regarded as unsustainable because of their impact on human health, environmental and animal welfare. Promoting shifts toward more plant-based diets seems an effective way to avoid these harms in practice. Nevertheless, claims against the consumption of animal products contradict the ideology of the omnivorous majority known as carnism. Carnism supports animal-product consumption as a cherished social habit that is harmless and unavoidable and invalidates minorities with plant-based diets: vegetarians and vegans (veg*ns). In this theoretical review, we integrate socio-psychological and empirical literature to provide an identity-based motivational account of ideological resistance to veg*n advocacy. Advocates who argue against the consumption of animal products often make claims that it is harmful, and avoidable by making dietary changes toward veg*n diets. In response, omnivores are likely to experience a simultaneous threat to their moral identity and their identity as consumer of animal products, which may arouse motivations to rationalize animal-product consumption and to obscure harms. If omnivores engage in such motivated reasoning and motivated ignorance, this may also inform negative stereotyping and stigmatization of veg*n advocates. These "pro-carnist" and "counter-veg*n" defenses can be linked with various personal and social motivations to eat animal products (e.g., meat attachment, gender, speciesism) and reinforce commitment to and ambivalence about eating animal products. This does not mean, however, that veg*n advocates cannot exert any influence. An apparent resistance may mask indirect and private acceptance of advocates' claims, priming commitment to change behavior toward veg*n diets often at a later point in time. Based on our theoretical account, we provide directions for future research.

Rebalancing meat and legume consumption: change-inducing food choice motives and associated individual characteristics in non-vegetarian adults

Background

A shift toward more plant-based foods in diets is required to improve health and to reduce environmental impact. Little is known about food choice motives and associated characteristics of those individuals who have actually reduced their consumption of animal-based foods. The aim of this cross-sectional study was to identify change-inducing motives related to meat and legume consumptions among non-vegetarians. The association between change-inducing motives and individual characteristics was also studied.

Methods

This study included 25,393 non-vegetarian participants in the French NutriNet-Santé cohort (77.4% women, mean age 55.4 ± 13.9 y.). The motives related to the declared change in meat and legume consumptions (e.g., taste, environment, social pressure) were assessed by an online questionnaire in 2018. For each motive, respondents could be classified into three groups: no motive; motive, not change-inducing; change-inducing motive. Associations between change-inducing motives and individual characteristics were evaluated using multivariable polytomic logistic regressions. Characteristics of participants who rebalanced their meat and legume consumptions were also compared to those who reduced their meat but did not increase their legume consumption.

Results

Motives most strongly declared as having induced a change in meat or legume consumptions were health and nutrition (respectively 90.7 and 81.0% declared these motives as change-inducing for the meat reduction), physical environment (82.0% for meat reduction only) and taste preferences (77.7% for legume increase only). Other motives related to social influences, meat avoidance and meat dislike were reported by fewer individuals, but were declared as having induced changes in food consumption. Most motives that induced a meat reduction and a legume increase were more likely to be associated with specific individual characteristics, for example being a woman or highly educated for health motives.

Conclusions

Besides the motives reported as important, some motives less frequently felt important were declared as having induced changes in meat or legume consumptions. Change-inducing motives were reported by specific subpopulations. Public campaigns on health and sustainability could usefully develop new tools to reach populations less willing to change.

Trial registrations

The study was registered at ClinicalTrials.gov (NCT03335644).

Supplementary Information

The online version contains supplementary material available at 10.1186/s12966-022-01317-w.

Examination of students' willingness to change behaviour regarding meat consumption

The aim of this study was to assess the behaviour of Swiss students regarding meat consumption by analysing their current consumption habits, attitudes and knowledge, acceptance of meat alternatives and willingness to reduce meat intake. Data were collected through an online survey conducted in universities and universities of applied sciences among German- and French-speaking students in Switzerland (n = 498). By segmenting the student population using an adapted transtheoretical model of change, four distinct clusters were identified: passive (14.7%), curious (6%), awoken (44.7%) and active consumers (34.6%). The results provide a deeper insight into Swiss students' dietary patterns, attitudes and knowledge concerning the impact of meat consumption as along with concrete practical interventions to target the different clusters and initiate and promote behaviour change regarding meat consumption. The ideal recommendations depend on the current stage of behaviour change. However, to reduce meat consumption, policy makers need to set specific, quantifiable goals within defined time frames while involving a variety of stakeholders.

Morally admirable or moralistically deplorable? A theoretical framework for understanding character judgments of vegan advocates

Over the last decade, vegan advocates have become a growing minority. By arguing against animal-product consumption and imposing the virtue-loaded call to "go vegan," advocates have posed a direct challenge to the mainstream dietary ideology (termed "carnism") in hopes of positive social change. As a consequence, while vegan advocates may be admired for their morality and commitment, they may also be derogated with moralistic traits such as arrogance and overcommitment. We call this mixed-valence perception the "vegan paradox" and propose a theoretical framework for understanding it. Next, we develop a future research agenda to test and apply our framework, and inquire vegan advocacy for ethical, health, and environmental aims. Using the perspective of the idealistic vegan advocate as a reference point, we discuss the roles of the advocate's motives for change (i.e., the effectiveness of moral persuasion), the advocate's call for change (i.e., radical versus incremental change), the target's moral and carnist identification, and source attributes of the advocate. Lastly, we qualify our framework by highlighting further conceptual and methodological considerations.

The affordability of a healthy and sustainable diet: an Australian case study

BACKGROUND/AIMS

EAT-Lancet Commission's Planetary Health Diet proposed a diet that integrates nutrition and sustainability considerations, however its affordability is unknown in many country-specific contexts, including Australia. The aim of this study is to develop a healthy and sustainable food basket modelled on the Planetary Health Diet to determine the affordability of the Planetary Health Diet basket across various socio-economic groups, and compare this affordability with a food basket modelled on the typical current diet, in an Australian setting.

METHODS

An Australian-specific Planetary Health Diet basket was developed for a reference household (2 adults and 2 children) modelled on the Planetary Health Diet reference diet, and compared to a previously-developed Typical Australian Diet basket. The cost of each food basket was determined by online supermarket shopping surveys in low, medium and high socio-economic areas in each Australian state. Basket affordability was determined for the reference household by comparing the basket cost to disposable income in each socio-economic group in each state. Mann-Whitney U tests then determined if there were significant differences between the median costs and the median affordability of both baskets.

RESULTS

The Planetary Health Diet basket was shown to be less expensive and more affordable than the Typical Australian Diet basket nationally, in all metropolitan areas, in all socio-economic groups across Australia (median cost: Planetary Health Diet = AUD$188.21, Typical Australian Diet = AUD$224.36; median affordability: Planetary Health Diet = 13%, Typical Australian Diet = 16%; p = < 0.05).

CONCLUSIONS

This study showed the Planetary Health Diet to be more affordable than the Typical Australian Diet for metropolitan-dwelling Australians.

IMPLICATIONS

These results can help to inform public health and food policy aimed at achieving a healthy and sustainable future for all Australians, including reductions in overweight/obesity rates and increased food security.

Game Meat Consumption-Conscious Choice or Just a Game?

Game meat is constantly present on the European meat market, but a limited number of consumers are interested in its consumption. Considering the unique features of wild animal meat, we should explore what pushes consumers to include it in their diet. To identify the motives determining the choice of game meat, a quantitative survey based on the computer-assisted telephone interview (CATI) method was conducted among 450 participants. The statistical analysis based on the logistic regression model allowed us to assess the significance of emotional motives leading to game eating and to investigate the importance of the rational motives related to the quality attributes of game for consumers. It was shown that rational motives influence the consumers’ choice more than emotional factors, while the most important motives are connected with healthcare issues. Consumers, for whom the crucial attributes of quality are taste, nutritional value, and low fat content, constitute a group that might more often include game in their diet in the future. Among the emotional motives, the familiarity, described as a feeling of knowing the product, also has a statistically significant impact on the consumers’ choice. The results obtained may be useful for academic theoreticians and market experts as well.

Transitioning European Protein-Rich Food Consumption and Production towards More Sustainable Patterns—Strategies and Policy Suggestions

Global and European diets have shifted towards greater consumption of animal proteins. Recent studies urge reversals of these trends and call for a rapid transition towards adoption of more plant-based diets. This paper explored mechanisms to increase the production and consumption of plant-proteins in Europe by 2030, using participatory backcasting. We identified pathways to the future (strategies), as well as interim milestones, barriers, opportunities and actions, with key European stakeholders in the agri-food chain. Results show that four strategies could be implemented to achieve the desired future: increased research and development, enriched consumer education and awareness, improved and connected supply and value chains and public policy supports. Actions needed to reach milestones were required immediately, reinforcing the need for urgent actions to tackle the protein challenge. This study concretely detailed how idealized dietary futures can be achieved in a real-world context. It can support EU protein transition by informing policy makers and the broader public on potential ways to move towards a more sustainable plant-based future. The outputs of this analysis have the potential to be combined with dietary scenarios to develop more temporally explicit models of future dietary changes and how to reach them.

Okay to promote eating less meat, but don't be a cheat - The role of dietary identity, perceived inconsistency and inclusive language of an advocate in legitimizing meat reduction

The legitimacy of meat-rich diets in Western societies is slowly in decline as the benefits of meat reduction for personal health, ecological welfare, and animal welfare are become increasingly clear. This is mirrored by a surge of campaigns, which rely heavily on social media platforms to legitimize meat reduction among their target audience: meat-eaters. Social Identity Theory suggests that the effectiveness of meat reduction advocacy will depend on the dietary identity of advocates and their rhetorical style. To examine this, we used a 2 × 2 between-participants factorial design in which we exposed meat-eaters (N = 186) to a meat reduction campaign image shared by an advocate on Facebook, where the advocate was portrayed as either a meat-eater (ingroup) or a vegetarian (outgroup), who used either inclusive language ("we can eat less meat") or personal language ("you can eat less meat") to promote meat reduction. Results reveal that the meat-eating (versus vegetarian) advocate was more likely perceived as inconsistent when promoting meat reduction. Higher perceptions of inconsistency were significantly associated with a lower perceived legitimacy of the message for both advocate types, especially when the advocate was a vegetarian. We also found that meat-eaters were more tolerant of a perceived inconsistency when advocates used inclusive rather than personal language. Perceptions of favouritism towards the advocate could explain the conditional effects of perceived inconsistency on message legitimacy. Lastly, we could observe that meat-eaters who perceived the message as more legitimate and identified less as meat-eaters were more willing to eat less meat. Practical implications of our findings are considered.