You are what you eat or shouldn’t you? Considering omnivores' perceptions of veg*ns in promoting plant-based diets
Year: 2021
Type: dissertation
Abstract: The global rise of animal-based consumption in the human diet is increasingly regarded as unsustainable, compromising the welfare of humans, animals and the environment. Nevertheless, calls for change from vegetarian and vegan (i.e., veg*n) minorities are often resisted by members of the omnivorous majority. In this dissertation, I examined the role of omnivores’ perceptions toward veg*ns within the context of promoting (more) plant-based diets through three experimental studies and one theoretical study. Each study is informed by sociopsychological theorizing relevant to social identity and the following topics are covered: (1) the role of social identity and perceived inconsistency in omnivores’ perception of a fellow meat-eater versus a vegetarian promoting a meat reduction message, (2) the role of moral minority stereotypes (moralistic, eccentric, unsociable) in predicting the social attractiveness of veg*ns, (3) vegan advocacy and the relationship between the meat paradox (i.e., people care about animals, but also eat them) and the vegan paradox (i.e., vegans’ reputation as being morally committed, but also as arrogantly overcommitted) in promoting veganism, and (4) the role of vegans’ dietary motivation (animal ethics versus health) in omnivores’ perceptions toward advocating and non-advocating vegans. In the general introduction, the studies are embedded within relevant literature and the societal relevance of the dissertation is highlighted. The concluding chapter discusses main findings, limitations, future research and theoretical and practical implications.
Author: De Groeve, Ben
Language: English
Subfield: Ecology
Field: Environmental Science
Domain: Physical Sciences
SDG: Zero hunger
Open Access status: green
OpenAlex ID: W7035055207