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Intergroup Sensitivity and Promoting Sustainable Consumption: Meat Eaters Reject Vegans’ Call for a Plant-Based Diet

Author

Listed:
  • J. Lukas Thürmer

    (Department of Psychology, Paris-Lodron University Salzburg, 5020 Salzburg, Austria)

  • Juliane Stadler

    (Department of Psychology, Paris-Lodron University Salzburg, 5020 Salzburg, Austria)

  • Sean M. McCrea

    (Department of Psychology, University of Wyoming, Laramie, WY 82071, USA)

Abstract

Reducing meat consumption can make immediate contributions to fighting the climate crisis. A growing minority adheres to meat-free diets and could convince others to follow suit. We argue, however, that recipients’ social identification as meat eaters may impede the effectiveness of such calls (i.e., an intergroup sensitivity effect based on dietary groups). Indeed, meat eaters in our experiment ( N = 260) were more likely to reject calls for dietary change from a vegan than from a fellow meat eater. This effect was also evidenced in evaluations of and engagement with an initiative to promote a vegan diet (“Veganuary”), providing some indication for behavioral impact. In contrast, our societal dietary norm manipulation had no consistent effects on observed outcomes. Exploratory moderation analyses show a limited impact of participants’ social identification as meat eaters but highlight the role of peoples’ general willingness to engage in environmentally friendly behavior. We discuss theoretical and practical implications, including how our results challenge existing approaches to promoting a meat-reduced diet.

Suggested Citation

  • J. Lukas Thürmer & Juliane Stadler & Sean M. McCrea, 2022. "Intergroup Sensitivity and Promoting Sustainable Consumption: Meat Eaters Reject Vegans’ Call for a Plant-Based Diet," Sustainability, MDPI, vol. 14(3), pages 1-13, February.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1741-:d:741076
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    References listed on IDEAS

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    1. Alaa Aldoh & Paul Sparks & Peter R. Harris, 2021. "Dynamic Norms and Food Choice: Reflections on a Failure of Minority Norm Information to Influence Motivation to Reduce Meat Consumption," Sustainability, MDPI, vol. 13(15), pages 1-17, July.
    2. Amelie Griesoph & Stefan Hoffmann & Christine Merk & Katrin Rehdanz & Ulrich Schmidt, 2021. "Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings," Sustainability, MDPI, vol. 13(15), pages 1-18, August.
    3. Griesoph, Amelie & Hoffmann, Stefan & Merk, Christine & Rehdanz, Katrin & Schmidt, Ulrich, 2021. "Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings," Open Access Publications from Kiel Institute for the World Economy 240210, Kiel Institute for the World Economy (IfW Kiel).
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