Why Vegans Infuriate People: Science Explains the Rage

It isn’t solely the kale that ruffles feathers. There’s a specific dynamic between vegans and meat-eaters that’s been puzzling, but recent research might have cracked the code.

A recent study has identified that it’s not necessarily the vegan lifestyle that irritates meat-eaters, but rather the internal reflection it sparks about their own dietary choices. The findings suggest a mix of jealousy, insecurity, and silent resentment bubbles up in meat-lovers when they see someone enjoying a vegan dish.

The investigation, detailed in the journal Food Quality and Preference, involved surveying thousands of Europeans who assessed hypothetical consumers based on what was in their shopping carts. The primary difference among the lists? The presence or absence of meat. Some included items like steaks and sausages, others were entirely vegetarian, and a third group featured a mix of both.

The results revealed that the more a shopping list was loaded with plant-based items, the more ethical and health-conscious the shopper was perceived to be. However, this perception didn’t lead to praise; instead, it triggered suspicion and resentment. Roosa-Maaria Malila, the lead researcher, noted these attributes evoked “fear, envy, contempt, and anger” among those who preferred meat. Some even expressed a desire to socially ostracize vegetarians.

Malila explained that the negative reactions could be indicative of a larger societal discomfort. She mentioned in a press release that most people are aware they should reduce meat consumption for health and environmental reasons, but old habits die hard. Rather than adopting a plant-based burger, it seems easier for some to criticize those who have.

The study pointed out that changing personal eating habits is challenging and this frustration often gets directed at individuals who are promoting change. Despite the surge in availability of meat alternatives like veggie sausages and lentil nuggets, many still reject them not only for taste reasons but also due to perceived social risks. “Food forms a significant part of our social identity,” Malila stated, suggesting that the negative emotions associated with vegetarian food deter people from trying it.

In essence, social acceptance remains more crucial than adopting healthier, plant-based options.

However, the researchers are optimistic that this stigma can be overcome. They believe that the current emphasis on the environmental impact of meat consumption might be less effective than promoting the personal health benefits of a plant-based diet. Malila argues that marketing should focus more on what individuals stand to gain personally, rather than the broader ecological benefits.

Malila also highlighted the importance of belonging and acceptance in human psychology, “Belonging to a community is driven by evolutionary forces. We seek validation from our peers.”

Ultimately, it seems the real issue isn’t just the choice of food but the perceived challenge it poses to social norms and personal identities. It’s not just about eschewing bacon; it’s the underlying tension between personal choices and societal expectations that stirs the pot.