University of Vaasa research delves into the social stigma surrounding plant-based diets in Europe, revealing that stereotypes and emotional reactions are significant barriers. The study highlights the need for innovative marketing and systemic change to make vegetarianism more socially acceptable.
Researchers from the University of Vaasa in Finland have unveiled new findings that shed light on why plant-based diets are still met with resistance in Europe. The study, published in the Food Quality and Preference journal, explores the complex social perceptions and stereotypes hindering the acceptance of vegetarianism and meat substitutes.
Roosa-Maaria Malila, a doctoral researcher, conducted the study with Kyösti Pennanen, a research director, and Harri Luomala, a professor of consumer behavior at the University of Vaasa.
“The consumption of meat and meat substitutes is a highly charged social phenomenon. According to our research, consumers who prefer plant-based alternatives are perceived as socially different – and not in a good way,” Malila said in a news release.
Mixed Emotions and Social Reactions
While vegetarians are often admired for their environmental consciousness and health-conscious choices, they also face negative reactions, such as envy, contempt and even anger.
The study found that participants from Finland, the UK, Germany and Sweden exhibited mixed feelings towards those who opt for vegetarian diets.
“In our research, we found that people even wanted to act aggressively towards vegetarians or exclude them from social circles,” Malila added.
The Experiment
The participants were asked to envision consumers based on their shopping lists.
These lists varied to include either meat, a mix of chicken and vegetable sausages, or exclusively plant-based protein products. Each list also contained staples like pasta, bread and bananas to mask the experiment’s true purpose.
The findings reveal significant social biases against those who choose plant-based diets.
Social Identity and Marketing Implications
The introduction of new Nordic Nutrition Recommendations in 2024, advocating for reduced red meat consumption, sparked significant public debate in Finland. This reflects the study’s insight into how vegetarianism can be divisive.
“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 added.
Therefore, creative marketing strategies are critical to changing these perceptions. Focusing messages on individual benefits rather than solely on environmental advantages could help.
“Encouraging people to make more sustainable food choices is not just about pricing or whether a product tastes like a Michelin-starred masterpiece. It is clear from these findings that sustainable food needs an image makeover if it is to be perceived as socially acceptable,” added Malila.
Overcoming Barriers to Change
One of the study’s significant findings is that social reasons are a more substantial barrier to adopting a plant-based diet than cost, contrary to popular belief.
“We have plenty of domestic research to show that the cost of vegetarianism is not the main barrier to adoption, although it is one of them. Social reasons are significantly more of a barrier,” Malila added.
According to Malila, achieving widespread acceptance of plant-based diets requires long-term commitment and systemic changes involving the EU, state authorities, businesses, consumers and organizations.
Source: University of Vaasa