Vegetarian, vegan, or plant-based? Comparing how different labels influence consumer evaluations of plant-based foods

Market actors have a role to play in enabling sustainable food transitions. One challenge for these actors is how to promote plant-based foods in ways that appeal to a growing number of consumers. Here we test how different plant-based related labels affect consumer appraisals of a range of foods (cookies, sausages, cheese, chocolate, pasta). In two studies (pre-registered; NUSA = 1148, NGermany = 491), we examined the effects of a 'vegetarian', 'vegan', or 'plant-based' label (compared to no label) on five attributes (healthy, tasty, ethical, pure, environmentally friendly) related to the products. We also measured self-reported likelihood to purchase the products. Overall, the results indicated that the 'plant-based' label was slightly more appealing to participants than the 'vegetarian' and 'vegan' labels. However, contrary to our expectations, neither consumers' information-seeking tendencies nor their pre-existing attitudes toward plant-based foods influenced (i.e., moderated) the effects of the labels. Anticipated taste was a strong and consistent predictor of purchase likelihood for all labeled products, but the ethical and pure attributes also accounted for unique variance in this outcome variable. Taken together, our findings and discussion provide insights into the role of labels and label terminology on consumer appraisals of plant-based foods.

Differential responses to ethical vegetarian appeals: Exploring the role of traits, beliefs, and motives

OBJECTIVE

This research examines differential responses to ethical vegetarian appeals as a fuction of individuals' personalities.

BACKGROUND

Ethical vegetarian appeals are persuasive messages promoting the adoption of a plant-based diet on moral grounds. Individuals may vary in their receptivity to such appeals, depending on their morally relevant traits (e.g., agreeableness), beliefs (e.g., speciesism), and motives (e.g., concerns about animal welfare).

METHODS

We explored (Study 1, N = 907) and then attempted to confirm (Study 2, N = 980) differential responses to three vegetarian appeals-two highlighting moral concerns (animal welfare, the environment) and a third focusing on individual health (control condition).

RESULTS

Both studies revealed several differential effects of our vegetarian appeals on the perceived effectiveness of the appeal and resultant intentions to reduce meat consumption. These mostly consisted of differences in receptivity to appeals focused on animal welfare. However, only one such effect observed in Study 1 was clearly replicated in Study 2: People who more strongly believed that eating meat was "normal" rated the vegetarian appeals focused on animal welfare as less effective.

CONCLUSION

Ethical vegetarian appeals may elicit different responses from different people, particularly those focused on animal welfare, depending on how normative one believes meat-eating to be. Such insights can inform behavior change efforts in this area.

Differences in Portion Sizes in Brazil, France, and the USA

Portion size is recognized as a major determinant of food intake, at least over the short term, and could be related to overconsumption and obesity. In this study, we developed and evaluated a new visual measure of portion size (PS), examined whether the PS of chicken, ice cream, and soda varied among people in Brazil, France, and the USA, and tested whether PS was related to gender, body mass index, body weight, and socioeconomic status. We conducted a cross-sectional study using online convenience samples of university students (total N = 1391). Across all three foods, French personal and country PSs were significantly smaller than the other three countries. Estimated country PS was reliably larger than personal PS. Women's personal PSs were smaller than men's, but women's and men's estimates for country PS were similar. French personal and country PSs were the lowest. Some PSs had a weak but significant correlation with SES but were not significantly related to either weight or BMI. The study confirms French-American differences in personal PS and demonstrates that perceived norms correspond to individual PS.

An Investigation of Meat Eating in Samples from Australia and Germany: The Role of Justifications, Perceptions, and Empathy

Despite concerns about animal welfare, and health and environmental issues associated with eating meat, meat consumption has continued to increase worldwide, including in Australia. One exception to this is Germany, with 2021 meat consumption levels being the lowest in the last 30 years. This pre-registered study investigated socio-cultural variables associated with meat consumption in Germany (n = 399) and Australia (n = 399) in a cross-sectional online survey. Participants reported levels of current and intended meat consumption, and they completed measures of speciesism, motivations to eat meat, empathy, animal farming perceptions, perceived behavioural control (PBC) over meat eating, and avoidance and dissociation regarding the animal origins of meat. In both Australia and Germany, enjoying the taste of meat positively predicted consumption and empathy towards farmed animals negatively predicted consumption. PBC was a strong positive predictor of intentions to reduce meat consumption in both countries. Empathy and liking the taste of meat were among the best predictors of red meat and poultry consumption, suggesting that interventions to reduce meat consumption may work best by targeting these factors while also increasing people's sense of control over their food choices.

The psychology of eating animals and veg*nism

Vegetarian and vegan (Veg*n) diets are increasingly popular in Western societies and an increasingly common topic of psychological research. Animal-free diets hold considerable potential for helping curb the climate crisis and improving interspecies justice. This special issue presents recent contributions from research on the psychology of meat eating and veg*nism. To situate these articles in a broader context, we first establish the importance of studying veg*nism. We then review papers in this special issue, organized into themes of motivations and characteristics of veg*ns, attitudes towards veg*ns, attitudes toward meat and alternative proteins, intentions to eat meat or plant-based foods, consumption of meat or plant-based foods, and meat reduction interventions. We conclude with future directions for this blossoming field of study.

The vegan dilemma: Do peaceful protests worsen attitudes to veganism?

A body of research has shown that violent protests reduce support for social movements. However, few studies have examined whether the same is true for protests which are peaceful, yet disruptive (e.g., blocking traffic). Across two pre-registered experimental studies, we explored whether pro-vegan protests that are depicted as causing social disruption lead to more negative attitudes towards veganism, compared to non-disruptive protests or a control condition. Study 1 utilised a combined sample of Australian and United Kingdom residents (N = 449; M_age = 24.7 years). Study 2 employed a larger sample of undergraduate Australian students (N = 934; M_age = 19.8 years). In Study 1, disruptive protests were associated with more negative attitudes towards vegans, but only among women. In Study 2, no such effect was found. Instead, a significant main effect was found for the protest's cause (vegan vs. fast fashion), but not protest type (disruptive vs. non-disruptive). That is, reading about a vegan protest, irrespective of how disruptive it was, led to worse attitudes towards vegans, and greater defense of meat consumption (i.e., endorsement of meat eating as natural, necessary, and normal), than reading about a control protest. This effect was mediated by the perceived immorality of the protestors, and, in turn, reduced identification with them. Taking together both studies, the purported location of the protest (i.e., domestic vs. overseas) did not significantly impact attitudes toward the protestors. The current findings suggest that depictions of vegan protests elicit worse attitudes toward this movement, regardless of how peaceful that protest may be. Future research is needed to examine whether other forms of advocacy can ameliorate negative reactions to vegan activism.

Defining Terms Used for Animals Working in Support Roles for People with Support Needs

Simple Summary

Although animals are being employed for a growing number of roles to support people, the terms used to describe those animals (e.g., “therapy animal” and “emotional support animal”) can be confusing. The same term may be used to describe different types of work, or the same role can be described with different terms. This paper presents the results of a collaboration between over 100 researchers, practitioners, and end users of animal-based supports from all over the world. We created working definitions for the following nine terms: “assistance animal”, “companion animal”, “educational/school support animal”, “emotional support animal”, “facility animal”, “service animal”, “skilled companion animal”, “therapy animal”, and “visiting/visitation animal”. In this paper, we describe the defining characteristics of each animal type and how it is different from the other types. We recommend phasing out the terms “skilled companion animal” and “service animal”, because they are similar to other terms. We discuss how our definitions may be received in different parts of the world.

Abstract

The nomenclature used to describe animals working in roles supporting people can be confusing. The same term may be used to describe different roles, or two terms may mean the same thing. This confusion is evident among researchers, practitioners, and end users. Because certain animal roles are provided with legal protections and/or government-funding support in some jurisdictions, it is necessary to clearly define the existing terms to avoid confusion. The aim of this paper is to provide operationalized definitions for nine terms, which would be useful in many world regions: “assistance animal”, “companion animal”, “educational/school support animal”, “emotional support animal”, “facility animal”, “service animal”, “skilled companion animal”, “therapy animal”, and “visiting/visitation animal”. At the International Society for Anthrozoology (ISAZ) conferences in 2018 and 2020, over 100 delegates participated in workshops to define these terms, many of whom co-authored this paper. Through an iterative process, we have defined the nine terms and explained how they differ from each other. We recommend phasing out two terms (i.e., “skilled companion animal” and “service animal”) due to overlap with other terms that could potentially exacerbate confusion. The implications for several regions of the world are discussed.

The Evolution of Urban Australian Meat-Eating Practices

This qualitative study used social practice theory to explore how meat-eating practices are changing in contemporary urban Australia, drawing on a sample of Sydney residents aged 23–45 years. The research used an iterative study design and an inductive analysis approach. Semi-structured face-to-face in-depth interviews were the main mode of data collection, supplemented by observations in places such as markets and local neighborhoods. Research participants explained that the role of meat in their diet has changed in response to shifting conventions and social infrastructures. They have reduced consumption of red meat in favor of meats considered healthier or more ethical. Key factors driving the change include exposure to alternative eating practices brought about through changes in political policy and the advent of globalization. Changing discourses of masculinity and the move toward embracing more fluid representations of gender have, in turn, changed meanings in relation to the meat-eating man and a meat-heavy diet. Rising environmental and health consciousness, and concerns for animal welfare have also contributed to dietary changes. While several participants claimed to have increased their consumption of plant-based foods, meat still continues to maintain a significant presence within their diets. Many participants expressed interest in cutting back further on meat consumption and adopting more plant-based foods but they also identified several challenges—e.g., limited access to plant-based ingredients and recipes, negative meanings associated with vegetarian and vegan diets, and a lack of competence in relation to preparing and consuming appetizing meals using plant-based foods.

A cross cultural meat paradox: A qualitative study of Australia and India

The 'meat paradox' is the psychological conflict between people's enjoyment of meat and their moral discomfort in relation to animal suffering. To date, most studies on the meat paradox have been in Western contexts where meat-eating is a cultural norm. In comparison, little is known about how the meat paradox is experienced in emerging economies such as India, where the longstanding cultural commitment to vegetarianism is under challenge. Further, most studies to date have been quantitative. This study bridges the knowledge gap by providing a qualitative comparison of the meat paradox in urban Australia and India, using cognitive dissonance theory as its main framework. We conducted in-depth interviews with twenty-two Sydney residents and thirty-three Mumbai residents, aged 23-45 years. The interviews were analysed using a grounded theory approach. In both countries, common strategies to reduce dissonance included distancing, belief in a human-animal hierarchy, carnism and criticisms of alternative dietary practices. Despite these commonalities, the manner in which these strategies manifested was different in each country, reflecting key socio-cultural and institutional differences. Australian participants became aware of the ethical challenges of meat consumption primarily via the media, whereas many Indian participants had direct experience of animal slaughter in wet markets. Thus, while Australian participants had reduced their meat consumption or turned to 'kinder' alternatives, Indian participants resorted to distancing and emotional numbing to reduce dissonance. Further, participants in both countries highlighted instances of moral hypocrisy in relation to vegetarian/vegan practices. While Australian participants discussed self-proclaimed vegetarians who might succumb to a dietary lapse, Indian participants discussed inconsistencies in relation to religious and caste-based norms.

"We have to keep it a secret" - The dynamics of front and backstage behaviours surrounding meat consumption in India

Meat consumption is on the rise in India. However, most studies on meat consumption have been conducted among Western audiences and there are relatively few insights into meat consumption in emerging markets, especially India, which tends to be stereotyped as a vegetarian nation. The aim of this qualitative study was to explore meat consumption practices among urban Indians aged 23-45 years. The sample comprised mainly Mumbai residents. The research methodology used constructivist grounded theory. Semi-structured face-to-face in-depth interviews was the main mode of data collection and the research used an iterative study design along with an inductive analysis approach. A key finding was that while meat consumption is on the rise, there are social stigmas still associated with it. This has led to discrepancies between consumption behaviours occurring in public (frontstage behaviours) and those carried out in private (backstage behaviours). Using Goffman's theory of self-presentation, the study provides insights into various ways in which backstage meat consumption occurs in collectivist Indian society today. The backstage setting can comprise places outside the home, such as restaurants, and in some instances, segregated 'safe' spaces within the home itself. Within these spaces, the study explores how certain consumption taboos are quietly broken while actions are taken to present appropriate frontstage appearances before various audiences. This study contributes to the relatively sparse literature on meat consumption in India while also using Goffman's theory to highlight the discrepancies between public and private consumption behaviours within the collectivist Indian context.

Understanding traditional and modern eating: the TEP10 framework

Across the world, there has been a movement from traditional to modern eating, including a movement of traditional eating patterns from their origin culture to new cultures, and the emergence of new foods and eating behaviors. This trend toward modern eating is of particular significance because traditional eating has been related to positive health outcomes and sustainability. Yet, there is no consensus on what constitutes traditional and modern eating. The present study provides a comprehensive compilation of the various facets that seem to make up traditional and modern eating. Specifically, 106 facets were mentioned in the previous literature and expert discussions, combining international and interdisciplinary perspectives. The present study provides a framework (the TEP10 framework) systematizing these 106 facets into two major dimensions, what and how people eat, and 12 subdimensions. Hence, focusing only on single facets of traditional and modern eating is an oversimplification of this complex phenomenon. Instead, the multidimensionality and interplay between different facets should be considered to gain a comprehensive understanding of the trends, consequences, and underlying factors of traditional and modern eating.

Throwing the Baby Out With the Bath Water: Could Widespread Neutering of Companion Dogs Cause Problems at a Population Level?

In many countries where companion dogs are popular, owners are strongly encouraged to neuter their dogs. Consequently, millions of dogs are neutered each year. In recent times considerable attention has been paid to the possible effects of such procedures on canine health and welfare. Less scrutinized are the potential ramifications of widespread neutering on the breeding of dogs and their continued success as human companions. This paper summarizes research investigating factors influencing the breeding and rearing of dogs most suited to companionship roles in contemporary, typically high-density, communities, and briefly reviews current breeder practices. It then argues that a fundamental shift to promote inclusion of “proven” companion dogs in the gene pool, as opposed to dogs meeting conformation or working/sporting standards, is required to successfully meet the needs of modern urban dog owners. A new model is proposed, whereby responsible owners and breeders work together to produce dogs most suited for life as human companions.

Bugs are blech, butterflies are beautiful, but both are bad to bite: Admired animals are disgusting to eat but are themselves neither disgusting nor contaminating

It is often assumed that things that are disgusting to eat are, themselves, disgusting, and that things that are disgusting to eat are also contaminating. We present data that counters both of these assumptions. In adult American and Indian samples, Study 1 provides evidence that, in contrast to many other insects, participants have positive attitudes toward butterflies. Participants are relatively unbothered by touching them or eating food that they have contacted but are very disgusted by the thought of eating them. Study 2 extends these findings with an adult American sample, comparing four pairs of animals, one admired and one disgusting: butterflies and cockroaches, canaries and vultures, koalas and rats, and dogs and hyenas. In all 4 cases, the positive animals themselves are rated as very low in disgustingness but rated as very disgusting to consume-almost as disgusting as the negative animals. However, although contact between the negative animals and a favorite food produces a strong disgust response to the favorite food, this contamination effect is much smaller, and sometimes absent, with the positive animals. We present evidence that the perceived immorality of killing admired animals is related to the disgust at consuming them. Disgust at eating an admired animal may have a moral component because it involves, at least indirectly, killing the animal. An admired animal that has contacted a favored food does not reliably make that food disgusting. In this scenario, as opposed to eating, there is no harm to the animal. (PsycInfo Database Record (c) 2020 APA, all rights reserved).

What Constitutes Traditional and Modern Eating? The Case of Japan

Traditional Japanese dietary culture might be a factor contributing to the high life expectancy in Japan. As little is known about what constitutes traditional and modern eating in Japan, the aims of the current study were to (1) comprehensively compile and systematize the various facets of traditional and modern eating; and (2) investigate whether these facets also apply to traditional and modern eating in Japan. In Study 1, an extensive international literature review was performed. Forty-five facets of traditional and modern eating were compiled and systematized into the dimensions of what and how people eat, and into eleven separate subdimensions. In Study 2, 340 adults from Japan answered a questionnaire. Results showed that traditional and modern eating in Japan is reflected in both what and how people eat. Within these two dimensions, ten subdimensions were found: the ingredients, processing, temporal origin, spatial origin, and variety of consumed foods, as well as temporal, spatial, and social aspects, appreciation, and concerns when eating. This study provides a broad compilation of facets of traditional and modern eating in Japan. Future research should investigate how these facets are related to life expectancy and health.

Not all collectivisms are equal: opposing preferences for ideal affect between East Asians and Mexicans

Previous research has revealed differences in how people value and pursue positive affect in individualistic and collectivistic cultural contexts. Whereas Euro-Americans place greater value on high activation positive affect (HAP; e.g., excitement, enthusiasm, elation) than do Asian Americans and Hong Kong Chinese, the opposite is true for low activation positive affect (LAP; e.g., calmness, serenity, tranquility). Although the form of collectivism present in East Asia dictates that individuals control and subdue their emotional expressions so as to maintain harmonious relationships, the opposite norm emerges in Mexico and other Latin American countries, in that the cultural script of simpatía promotes harmony through the open and vibrant expression of positive emotion. Across two studies, we found that Mexicans display a pattern of HAP/LAP preference different from those from East Asian collectivistic cultures, endorsing HAP over LAP.

The invisible benefits of exercise

OBJECTIVE

To examine whether--and why--people underestimate how much they enjoy exercise.

DESIGN

Across four studies, 279 adults predicted how much they would enjoy exercising, or reported their actual feelings after exercising.

MAIN OUTCOME MEASURES

Main outcome measures were predicted and actual enjoyment ratings of exercise routines, as well as intention to exercise.

RESULTS

Participants significantly underestimated how much they would enjoy exercising; this affective forecasting bias emerged consistently for group and individual exercise, and moderate and challenging workouts spanning a wide range of forms, from yoga and Pilates to aerobic exercise and weight training (Studies 1 and 2). We argue that this bias stems largely from forecasting myopia, whereby people place disproportionate weight on the beginning of a workout, which is typically unpleasant. We demonstrate that forecasting myopia can be harnessed (Study 3) or overcome (Study 4), thereby increasing expected enjoyment of exercise. Finally, Study 4 provides evidence for a mediational model, in which improving people's expected enjoyment of exercise leads to increased intention to exercise.

CONCLUSION

People underestimate how much they enjoy exercise because of a myopic focus on the unpleasant beginning of exercise, but this tendency can be harnessed or overcome, potentially increasing intention to exercise.

Cultural psychology

Humans are a cultural species, constantly navigating a complex web of culturally bound practices, norms, and worldviews. This article provides a brief overview of the relatively young field of cultural psychology, which investigates the many ways psychology and culture interweave with one another. Highlighting the cultural nature of the human species, it draws upon research on cultural evolution, enculturation, and developmental processes. This review further summarizes a number of cultural differences in how people perceive the self, and the behavioral consequences that follow from these differences, in the domains of internal and external attribution styles, motivations for self-enhancement, approach/avoidance, primary and secondary control, as well as motivations for distinctiveness and conformity. Additionally, the review discusses research on the intersection of culture and emotion, as well as cultural differences in cognition, perception, and reasoning. Copyright © 2010 John Wiley & Sons, Ltd. For further resources related to this article, please visit the WIREs website.