Fear, Contempt, and Envy: The Hidden Reactions to Plant-Based Eaters
Social Trends
‘‘New research shows plant-based eaters are seen as moral and eco-conscious but evoke fear, anger, and contempt from meat-eaters. This reaction stems from status anxiety and perceived threats to societal norms, highlighting the challenges of fostering acceptance for plant-based lifestyles in a meat-centric world.’’
Plant-based eating is often associated with moral integrity, health consciousness, and environmental responsibility. However, a recent study reveals a more complex and sometimes hostile dynamic between meat-eaters and plant-based dieters. Researchers from the University of Vaasa in Finland found that while plant-based consumers are admired for their perceived virtues, they are also viewed with fear, contempt, and even aggression.
Understanding the Study
The study recruited 3,600 participants from four European countries to evaluate fictitious consumers based on three shopping lists. These lists featured varying combinations of meat products and plant-based alternatives. Researchers aimed to explore how participants’ beliefs, emotions, and potential behaviors toward the shoppers were influenced by their food choices.
The findings were striking. Shoppers with primarily plant-based items were seen as more moral, health-conscious, and environmentally friendly than those buying meat-heavy items. However, they also evoked more fear, anger, and contempt. Participants were more likely to consider harmful behaviors toward plant-based shoppers, such as bullying or insulting them, compared to those buying meat products.
The Role of Status and Group Affiliation
To explain these reactions, the researchers used the BIAS Map framework. This tool helps analyze social prejudices and perceptual biases toward specific groups, using a shared cultural perspective. The study focused on two psychological factors: the need for status and the need for group affiliation.
Status Sensitivity: Participants with a high need for status showed stronger feelings of envy and anger toward plant-based shoppers. The researchers suggest that plant-based eating may symbolically challenge societal norms, such as meat consumption. These individuals may feel a perceived threat to their own social standing, leading to resentment.
Group Affiliation: Those with a strong desire for group belonging viewed flexitarians (those who mix plant-based and meat-based eating) as more socially acceptable. This reduced feelings of contempt and anger, highlighting the importance of perceived social alignment in shaping attitudes.
Why Meat-Eaters React Negatively
The researchers propose that negative reactions to plant-based eaters may stem from a sense of symbolic threat. Meat-eating is often ingrained as a societal norm, and deviations from this can feel destabilizing. Additionally, the realization that reducing meat consumption could address environmental issues may create cognitive dissonance. For some, this manifests as envy toward plant-based eaters, whose choices highlight the personal sacrifices needed to adopt similar behaviors.
The study aligns with earlier research from Denmark, which found that even when people understand the environmental benefits of eating less meat, they often resist change. Instead, they justify their choices by pointing to perceived flaws in vegan lifestyles, such as focusing on the environmental impact of avocados, or by ridiculing vegans outright.
Implications for the Plant-Based Movement
This research highlights significant challenges for advocates of plant-based living. While many meat-eaters recognize the ethical and environmental merits of plant-based diets, these same traits can provoke hostility. Advocates must navigate these tensions carefully, balancing education with empathy to avoid further entrenching resistance.
Understanding the psychological dynamics at play offers valuable insights for fostering more constructive conversations. Emphasizing flexibility, such as encouraging meat reduction rather than elimination, may help mitigate feelings of threat. Highlighting the collective benefits of plant-based eating rather than framing it as a moral high ground could also reduce defensiveness.
A Path Forward
The path to a more plant-based world is fraught with societal and psychological hurdles, but understanding the roots of these reactions is a step in the right direction. By addressing the fear and envy that plant-based diets sometimes evoke, we can create a more inclusive dialogue that benefits everyone—and the planet.
For more on this study, read the full research at ScienceDirect and SAGE Journals.
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Dominion: The Power of Animals in Nature and in Our Imagination by Matthew Scully
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‘‘Why We Love Dogs, Eat Pigs, and Wear Cows: An Introduction to Carnism’’ by Melanie Joy
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‘‘Fellow Creatures: Our Obligations to the Other Animals’’ by Christine Korsgaard
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Great post on this subject! I've been researching this as well, and it's fascinating how multiple social and psychological forces are at play. Studies suggest that vegaphobia—the irrational fear or dislike of vegans—is often more prevalent among individuals with conservative or right-wing beliefs.
This dynamic reminds me of concepts like DARVO (Deny, Attack, Reverse Victim and Offender) and Victimized Bully Syndrome (VBS). While DARVO describes how psychological abusers deflect accountability when confronted, VBS operates differently: the cries of victimhood come first, justifying bullying or aggressive behaviors under the guise of 'self-defense.'
For example, many meat-eaters claim they're constantly victimized by governments, society, or the media, which they use to rationalize pre-emptive retaliation. It's the 'I’m a victim, so I’m entitled to respond aggressively' mindset. VBS really sheds light on why some individuals react so strongly to plant-based eaters. Thanks for opening up this discussion!
I haven’t been researching it but have had personal experience of this phenomenon. Friends who were interested in me going plant-based 13 years ago for health reasons (then quickly became vegan), are now often opposed, make jokes, or campaign against veganism. It’s like they aren’t challenged by someone who eats for health, but are challenged by someone taking a moral stand against animal cruelty and slaughter.
I’m finding it hard at times to navigate. I can get triggered and wanting to have the argument out! Simultaneously I want to be kind and non-judgemental. Can we really be non-judgemental?
Would we be kind and non-judgemental if we witnessed the murder or rape if a human being?
So it really is a very fine line we walk all the while trying to stay sane in an insane world.