A new study published in the journal Food Quality and Preference found that people’s dislike for vegans might be due to envy. Researchers from the University of Vaasa in Finland wanted to understand why plant-based diets and meat substitutes are still frowned upon in Europe. According to the study, consumers who prefer plant-based alternatives are often perceived as socially different in a negative way. The research involved 3,600 participants from Finland, the United Kingdom, Germany, and Sweden.
Participants were shown three different shopping lists, each containing the same five staple foods but varying based on the inclusion or exclusion of animal and plant-based protein products. Imaginary shoppers who preferred vegetarian foods were seen as environmentally friendly, competent, health-conscious, and moral. However, those who preferred faux meat substitutes were met with feelings of fear, envy, contempt, and anger. There was a desire to act aggressively towards vegetarians or exclude them from social circles, highlighting the mixed attitudes surrounding the issue.
The study reflected the prevailing climate of understanding the need to reduce meat consumption for environmental reasons. Participants may have felt frustrated or fearful of giving up the benefits gained from consuming meat. While there are various reasons why people may avoid meat substitutes, such as price or taste, the main challenge seems to be a lack of social acceptability. Food plays a significant role in social identity, and negative feelings towards vegetarian food may deter individuals from associating themselves with it. The need for acceptance from fellow human beings is an evolutionary motive that influences food choices.
The research sheds light on the complex emotions and attitudes surrounding plant-based diets and meat substitutes. While vegetarian foods are perceived as positive in terms of environmental impact and health benefits, there is still a stigma attached to faux meat eaters. The study highlights the challenges individuals face in making changes to their dietary habits, especially when faced with social pressures and perceptions. Understanding the underlying reasons for these negative attitudes can help promote greater acceptance and adoption of plant-based diets in society.
In conclusion, the study suggests that envy may play a significant role in people’s dislike for vegans and those who prefer plant-based diets. The findings point to the need for greater social acceptance of vegetarian foods and meat substitutes in order to promote more sustainable and healthy dietary choices. By addressing the root causes of negative attitudes towards plant-based diets, individuals may be more inclined to embrace these alternatives and contribute to positive changes in the food industry. The study provides valuable insights into the psychological factors that influence consumer behavior and attitudes towards plant-based diets.
