The healthy, yet unhealthy choice: stereotypes about vegetarians and vegans in a meat-eating culture

This is the authors' abstract. We don't add key points for this paper.

Stereotypes about vegetarians and vegans influence behaviour toward these groups and the consumption of animal products. This affects the health and well-being of humans, other animals, and the environment. We studied these stereotypes in a meat-eating culture based on content analysis of open-ended responses in contrast to the more frequently used ad-hoc scales. We also compared the positivity and contents of stereotypes between men and women and between vegetarians/vegans and meat-eaters. We found that stereotypes about vegetarians are ambivalent, while stereotypes about vegans are more clearly negative, both to a greater extent among meat-eaters and among men. The open-ended responses were most frequently related to health, then to moral values, empathy, commitment, and unfavourable social traits. References to masculinity/femininity were not prominent in the spontaneous responses, and neither was the domain of competence. While meat-eaters mainly relate vegetarianism and veganism to health, vegetarians/vegans relate these choices to empathy and moral values. We discuss the implications of the findings for cross-cultural research and shaping public communications.