A dual‐process motivational model of attitudes towards vegetarians and vegans

Vegetarians and vegans comprise a minority of most western populations. However, relatively little research has investigated the psychological foundations of attitudes towards this minority group. The following study employs a dual process model of intergroup attitudes to explore the motivational basis of non‐vegetarians' attitudes towards vegetarians and vegans. Participants were 1,326 individuals recruited through advertisements in a national newspaper in New Zealand. Non‐vegetarian participants first completed measures of ideological attitudes and social worldviews, and then were randomly assigned to complete a measure of outgroup attitudes towards either vegetarians or vegans. Although non‐vegetarians' attitudes towards both vegetarians and vegans were generally positive, attitudes towards vegans were significantly less positive than attitudes towards vegetarians, and male participants expressed significantly less positive attitudes towards both outgroups than female participants. The structural equation model predicting attitudes towards vegetarians and vegans fit the data well and explained a significant amount of the variance in attitudes.