Stereotyping vegans, vegetarians, meat-reducers, omnivores, and meat-eaters: How are they seen and by whom?

We examined what kind of stereotypes Finnish people attach to people following different diets related to meat and plant-based eating. We used a population survey sample ( N = 1017) and Koch's ABC-Model of stereotype content. Vegans, vegetarians, and meat reducers were seen as modern, whereas omnivores were seen as more traditional. Negative stereotypes (being unsuccessful and unlikable) were attached to those eating unhealthy food, but these dimensions did not differentiate meat eaters/vegans/vegetarians/meat-reducers. However, plant-forward eaters evaluated vegans, vegetarians, and meat reducers more positively than omnivores did, whereas omnivores evaluated all the groups very similarly. Furthermore, women were a little more positive towards vegans, vegetarians, and meat reducers than men were. We conclude that despite the popularity of meat eating in Finland, there does not seem to be negative stereotypes of vegans or vegetarians, and therefore increasing plant-forward eating in the future can be feasible. • Omnivores and plant-forward eaters were stereotyped similarly in terms of warmth and competence. • Those eating unhealthy food were seen as unsuccessful and unlikeable. • Omnivores were seen as traditional vs. plant-forward eaters as modern. • Plant-forward eaters evaluated themselves as more likable than omnivores but omnivores evaluated all groups more equally. • Women evaluated vegans, vegetarians, and meat-reducers as more likable than men did.