University of Vaasa research explores barriers to social acceptance of vegetarianism

Vegetarianism and the consumption of meat substitutes continue to provoke strong reactions, ranging from admiration to irritation. Researchers at the University of Vaasa – Roosa-Maaria Malila, PhD researcher, Kyösti Pennanen, Research Director, and Harri Luomala, Professor of Consumer Behaviour – have investigated the social perceptions surrounding vegetarianism and the reasons why plant-based alternatives often struggle to make their way from store shelves to consumers' baskets.

Food choices are deeply intertwined with personal and social identity, making dietary habits more than just individual decisions. While plant-based meat substitutes have been introduced as a response to climate change and sustainability concerns, they have not yet achieved widespread acceptance in the market.

The research highlights that while vegetarian consumers are often admired for their environmental consciousness and health-conscious lifestyle, they also face social stigma. According to Malila, those who opt for plant-based foods are perceived as socially different, and not always in a positive way. The study found that vegetarianism evokes mixed emotions, including admiration, but also resentment, envy, and even anger.

"In our research, we found that people even wanted to act aggressively towards vegetarians or exclude them from social circles," Malila said.

To assess these attitudes, the researchers conducted an experiment where participants were asked to evaluate fictional consumers based on their shopping lists. The study included three different baskets – one representing a meat eater’s diet, another reflecting a flexitarian approach with a mix of animal and plant-based proteins, and a third consisting primarily of meat substitutes. The results indicated that vegetarian shoppers were often viewed as outsiders, reflecting broader societal attitudes towards reducing meat consumption.

The study suggests that the resistance to plant-based eating stems not only from individual preference but also from group identity. Changes in diet often require shifts in deeply ingrained social structures. The controversy surrounding the new Nordic dietary recommendations, which emphasize reducing red meat consumption in favor of plant-based foods, highlights the divisiveness of the issue. Public debates around these guidelines reflect the tension between awareness of sustainable eating and reluctance to adopt new habits.

"Food is quite a strong part of our social identity. If and when vegetarian food evokes negative feelings, not many people want to risk being associated with it," Malila noted. "Belonging to a group is an evolutionary motive. We need acceptance from our fellow human beings."

One of the study’s key findings is that marketing strategies need to be adjusted to make vegetarian options more appealing to a wider audience. Instead of focusing solely on environmental benefits, messaging should highlight the personal advantages of plant-based diets, such as health benefits, taste, and ease of integration into daily life.

"Encouraging people to make more sustainable food choices is not just about pricing or whether a product tastes like a Michelin-starred masterpiece," Malila said. "Sustainable food needs an image makeover if it is to be perceived as socially acceptable. New marketing strategies need to address prevailing prejudices and use stereotypes, emotions, and behavioral tendencies to overcome them."

While cost is frequently cited as a barrier to plant-based diets, Malila argues that social factors are a more significant obstacle. To make vegetarianism the norm, a long-term commitment is required from multiple stakeholders, including policymakers, businesses, and consumers.

Initiatives like the Vegan Challenge, which features well-known public figures promoting plant-based diets, are steps in the right direction. However, the researchers emphasize that larger systemic changes are needed. Grocery store strategies, such as placing plant-based products alongside animal-based options, can lower the psychological barrier for consumers by making plant-based choices feel more familiar.

"The practice of Lidl and S Group, for example, of putting plant-based products on the shelves alongside animal-based products is a good start. The threshold for experiencing products is lowered when a new product is readily available among familiar products," Malila noted. In Finland, where grocery stores play a major role in shaping consumer behavior, such strategies can have a significant impact on shifting perceptions.