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.

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.

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.

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; Mage = 24.7 years). Study 2 employed a larger sample of undergraduate Australian students (N = 934; Mage = 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.

Monitoring a meat-free pledge with smartphones: An experimental study.

Pledges are a popular strategy to encourage meat reduction, though experimental studies of their efficacy are lacking. Three-hundred and twenty-five participants from three different countries (UK, Germany, Australia) were randomly assigned to pledge 28 days meat-free or not, and their behavior was tracked via smartphones. Participants answered daily surveys regarding their eating behavior, meat cravings, and shared photos of their meals. Baseline data was collected prior to the pledge, after the 28 days, and one-month post-intervention. Participants assigned to the pledge condition ate less meat across the 28 days, compared to control participants. Meat reductions, observed at outtake, did not endure one-month post-intervention. Overall, German participants ate the least amount of meat, and showed the sharpest decrease in consumption when pledging. Meat cravings tended to increase among pledgers, relative to control participants. Pledgers who reported high starting intentions and conflict about meat tended to eat less meat and reported fewer cravings. All participants reported reduced meat-eating justifications one-month post-intervention. These findings provide experimental evidence that pledges can encourage meat consumers to reduce their intake, though additional mechanisms are needed to sustain commitments.

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.

The Eating Motivation Survey: results from the USA, India and Germany.

OBJECTIVE: Research has shown that there is a large variety of different motives underlying why people eat what they eat, which can be assessed with The Eating Motivation Survey (TEMS). The present study investigates the consistency and measurement invariance of the fifteen basic motives included in TEMS in countries with greatly differing eating environments. DESIGN: The fifteen-factor structure of TEMS (brief version: forty-six items) was tested in confirmatory factor analyses. SETTING: An online survey was conducted. SUBJECTS: US-American, Indian and German adults (total N 749) took part. RESULTS: Despite the complexity of the model, fit indices indicated a reasonable model fit (for the total sample: χ 2/df=4·03; standardized root-mean-squared residual (SRMR)=0·063; root-mean-square error of approximation (RMSEA)=0·064 (95 % CI 0·062, 0·066)). Only the comparative fit index (CFI) was below the recommended threshold (for the total sample: CFI=0·84). Altogether, 181 out of 184 item loadings were above the recommended threshold of 0·30. Furthermore, the factorial structure of TEMS was invariant across countries with respect to factor configuration and factor loadings (configural v. metric invariance model: ΔCFI=0·009; ΔRMSEA=0·001; ΔSRMR=0·001). Moreover, forty-three out of forty-six items showed invariant intercepts across countries. CONCLUSIONS: The fifteen-factor structure of TEMS was, in general, confirmed across countries despite marked differences in eating environments. Moreover, latent means of fourteen out of fifteen motive factors can be compared across countries in future studies. This is a first step towards determining generalizability of the fifteen basic eating motives of TEMS across eating environments.

Attitudes toward beef and vegetarians in Argentina, Brazil, France, and the USA.

Meat is both the most favored and most tabooed food in the world. In the developed world, there is a tension between its high nutritional density, preferred taste, and high status on the one hand, and concerns about weight, degenerative diseases, the ethics of killing animals, and the environmental cost of meat production on the other hand. The present study investigated attitudes toward beef, and toward vegetarians, among college students in Argentina, Brazil, France, and the USA. Across countries, men were more pro-beef, in free associations, liking, craving, and frequency of consumption. By country, Brazil and Argentina were generally the most positive, followed by France and then the United States. Ambivalence to beef was higher in women, and highest in Brazil. Only Brazilian and American women reported frequent negative associations to beef (e.g. "disgusting", "fatty"). Overall, most students had positive attitudes to beef, and the attitude to vegetarians was generally neutral. America and Brazilian women showed some admiration for vegetarians, while only French men and women had negative attitudes to vegetarians. In spite of frequent negative ethical, health, and weight concerns, in the majority of the sample, liking for and consumption of beef was maintained at a high level.

Rationalizing meat consumption. The 4Ns.

Recent theorizing suggests that the 4Ns - that is, the belief that eating meat is natural, normal, necessary, and nice - are common rationalizations people use to defend their choice of eating meat. However, such theorizing has yet to be subjected to empirical testing. Six studies were conducted on the 4Ns. Studies 1a and 1b demonstrated that the 4N classification captures the vast majority (83%-91%) of justifications people naturally offer in defense of eating meat. In Study 2, individuals who endorsed the 4Ns tended also to objectify (dementalize) animals and included fewer animals in their circle of moral concern, and this was true independent of social dominance orientation. Subsequent studies (Studies 3-5) showed that individuals who endorsed the 4Ns tend not to be motivated by ethical concerns when making food choices, are less involved in animal-welfare advocacy, less driven to restrict animal products from their diet, less proud of their animal-product decisions, tend to endorse Speciesist attitudes, tend to consume meat and animal products more frequently, and are highly committed to eating meat. Furthermore, omnivores who strongly endorsed the 4Ns tended to experience less guilt about their animal-product decisions, highlighting the guilt-alleviating function of the 4Ns.

Can merely learning about obesity genes affect eating behavior?

Public discourse on genetic predispositions for obesity has flourished in recent decades. In three studies, we investigated behaviorally-relevant correlates and consequences of a perceived genetic etiology for obesity. In Study 1, beliefs about etiological explanations for obesity were assessed. Stronger endorsement of genetic etiology was predictive of a belief that obese people have no control over their weight. In Study 2, beliefs about weight and its causes were assessed following a manipulation of the perceived underlying cause. Compared with a genetic attribution, a non-genetic physiological attribution led to increased perception of control over one's weight. In Study 3, participants read a fictional media report presenting either a genetic explanation, a psychosocial explanation, or no explanation (control) for obesity. Results indicated that participants who read the genetic explanation ate significantly more on a follow-up task. Taken together, these studies demonstrate potential effects of genetic attributions for obesity.

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.

Testing Different Message Styles about Unnecessary Antibiotics Using an Online Platform.

Patients' expectations are a major contributor to the unnecessary prescribing of antibiotics, yet limited research has examined how physicians can calibrate these expectations. The studies we conducted tested how varying messages could impact patients' expectations for antibiotics and their experience of medical appointments. All the participants read a short scenario about an appointment for mild sinusitis symptoms, with the patient's expectation of antibiotics. In Study 1, the participants (n = 1069) were randomly assigned to read a positively framed, neutral, or negatively framed message regarding unnecessary antibiotics. In Study 2, the participants (n = 1073) read a message emphasizing either the societal or personal harms of unnecessary antibiotics, or a message without additional rationale. None of our pre-registered hypotheses were supported, but our exploratory analyses indicated that the societal message increased concern about antibiotic resistance. The participants who were more concerned about resistance were less likely to ask for antibiotics, more satisfied when the physician did not prescribe them, and more likely to recommend the physician to a friend. Discussing the consequences of the different courses of action did not appear to negatively impact physician-patient rapport. These studies demonstrate an inexpensive method with which to pre-test various messages about antibiotic consumption, and suggest that such messages are not negatively received by patients.

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.

Compassion and contamination. Cultural differences in vegetarianism.

A growing body of research has shown that Western vegetarians report more concern for animal welfare and environmental sustainability, and endorse more liberal values than do Western omnivores. However, despite the prevalence of Indian vegetarianism, its psychological associations and underpinnings remain largely unexamined. In Study 1, we find that Euro-American vegetarians are more concerned than omnivores with the impact of their daily food choices on the environment and animal welfare, show more concern for general animal welfare, and endorse universalistic values more, yet among Indian participants, these differences are not significant. In Study 2, we show that Indian vegetarians more strongly endorse the belief that eating meat is polluting, and show a heightened concern for the conservative ethics of Purity, Authority, and Ingroup relative to their omnivorous peers, whereas these differences are largely absent among Euro-Canadians and Euro-Americans.

Vegetarianism. A blossoming field of study.

Vegetarianism, the practice of abstaining from eating meat, has a recorded history dating back to ancient Greece. Despite this, it is only in recent years that researchers have begun conducting empirical investigations of the practices and beliefs associated with vegetarianism. The present article reviews the extant literature, exploring variants of and motivations for vegetarianism, differences in attitudes, values and worldviews between omnivores and vegetarians, as well as the pronounced gender differences in meat consumption and vegetarianism. Furthermore, the review highlights the extremely limited cultural scope of the present data, and calls for a broader investigation across non-Western cultures.

Too close to home. Factors predicting meat avoidance.

In most societies, meat is valued more highly, yet tabooed more frequently, than any other type of food. Past research suggests that people avoid eating animals they consider similar to themselves, but what specific factors influence which they eat, and which they avoid? Across an array of samples from the USA, Canada, Hong Kong, and India, perceived animal intelligence and appearance emerged as the chief predictors of disgust at the thought of eating them. Furthermore, reflecting on animals' psychological attributes increased reported disgust, especially among Euro-Canadians and Euro-Americans, suggesting that these factors are more influential in shaping disgust in individualistic cultural contexts. Concordant with past research, disgust was a major predictor of willingness to eat animals, but social influence (frequency of consumption by friends and family) also emerged as a strong predictor, especially among Hong Kong Chinese and Indians, providing evidence that one's friends and family have a stronger influence on one's food choices in collectivistic cultural contexts.

Meating Conflict: Toward a Model of Ambivalence-Motivated Reduction of Meat Consumption.

An increasing number of people are concerned about eating meat, despite enjoying doing so. In the present research, we examined whether the desire to resolve this ambivalence about eating meat leads to a reduction in meat consumption. Our model of ambivalence-motivated meat reduction proposes that the pervasive nature of evaluative conflict motivates meat avoidance, and we highlight two potential mechanisms involved: the anticipation of ambivalence reduction through behavioral change, and information seeking for contents that facilitate meat reduction. Study 1 drew on a cross-sectional 6-day food diary with 7485 observations in a quota sample to investigate why meat-related ambivalence arises and to demonstrate the correlation of ambivalence with meat reduction. Two experiments investigated the causal direction of this association by showing that ambivalence-induced discomfort motivated participants to eat less meat when they introspected on their preexisting incongruent evaluations (Study 2 and 3), which was mediated by the aforementioned mechanisms involved (Study 3; preregistered). The studies utilized diverse samples from Germany, England, and the US (total N = 1192) and support the proposed model by indicating that behavioral change is an important coping strategy to resolve ambivalent discomfort in the context of meat consumption. Our model of ambivalence-motivated meat reduction contributes to theorizing on the consequences of ambivalence and the psychology of (not) eating meat.

Traditional and modern eating in older adults: a comparison between an urban and rural sample from Gujarat, Western India.

Background: The present study aimed to investigate how often and to what degree older adults living in an area of Gujarat, Western India, enact traditional and modern eating behaviors. Specifically, we aimed to determine which facets of traditional eating are enacted rarely and which facets of modern eating are enacted often. Moreover, we hypothesized that urban older adults show a higher level of modern eating behaviors than rural older adults. Furthermore, we examined which traditional eating behaviors are more prevalent in rural older adults, and which are more prevalent in urban older adults. Methods: A trained research assistant administered a questionnaire in a face-to-face situation with 120 older adults in a rural and an urban area of Gujarat, Western India. Participants were asked how often and to what degree they perform 57 traditional and modern eating behaviors. Results: Overall, our sample of older Gujaratis reported a high level of traditional eating behaviors and a low level of modern eating behaviors. However, we also found, for example, a low level of the traditional eating facet of men getting preferential treatment and a high level of the modern eating facet of food being readily available. Moreover, most modern eating facets were more pronounced in the urban than in the rural sample. This was also the case for half of all traditional eating facets. Conclusion: Our sample of older adults living in an area of Gujarat displayed more modern eating behaviors in urban than in rural areas. At the same time, however, the urban sample showed also more traditional eating behaviors, such as eating more fruits, possibly because of better food availability. Altogether, results might hint at some signs of modernization among older adults in this area of Gujarat with regard to changing gender roles and better food availability.