“If I became a vegan, my family and friends would hate me:” Anticipating vegan stigma as a barrier to plant-based diets

Markowski, Kelly L.; Roxburgh, Susan

doi:10.1016/j.appet.2018.12.040

Cited by 150 publications

(97 citation statements)

References 60 publications

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“…This may result in loss of friendships, decrease in contact, and/or exclusion from social activities. Therefore, to be vegan can have a quite high social cost (Markowski & Roxburgh, 2019). Many users reported difficulties in maintaining this lifestyle, especially because it takes more work, since it requires preparation of meals and, when choosing to consume vegan products ready for consumption, the higher cost can also be another impediment (Carfi et al, 2018;Bryant, 2019).…”

Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

“…These results are in line with the results found by Lundahl (2018). In general, people see vegans from a negative perspective (Markowski & Roxburgh, 2019), which probably helps to explain why vegans feel more stigmatised for following their diets (Nezlek & Forestell, 2020).…”

Section: Resultsmentioning

confidence: 99%

See 2 more Smart Citations

Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets

Aleixo

Sass

Leal

et al. 2020

Int J of Food Sci Tech

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Social media has experienced rapid growth in recent years and has been subjected of discussions on a wide range of topics including new lifestyles and eating habits, providing a great opportunity to obtain spontaneous consumer information. In this sense, the present work aimed to understand the perception of Twitter Ò users about themes of veganism and plant-based diets. The social networking data mining methodology was applied to measure the relationship between both terms. The significant differences found were analysed using the global chi-square (v 2) test, and their sources of variation were investigated by the chi-square per cell. The results indicate that the vegan group's posts are more related to the categories of recipes, trends, criticism and negative comments about veganism, being more often citing sources when compared to the other group. The results of the plant-based diet group are more significantly related to the impacts of nutrition, physical activity and consumer health. In conclusion, Twitter Ò has proved to be an interesting tool for obtaining data on (re) produced food publications on social media and their results can guide the market and the academic environment in creating new products, services and marketing strategies to answer the needs of specific consumers.

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Section: Resultsmentioning

confidence: 99%

Section: Resultsmentioning

confidence: 99%

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Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets

Aleixo

Sass

Leal

et al. 2020

Int J of Food Sci Tech

View full text Add to dashboard Cite

show abstract

“…When an identity is marked by social stigma, the inclination to moderate the importance of the related behaviour is higher, which has also been found in other areas (Banister et al, 2019). Stigma of abandoning meat could be a barrier to those who consider transitioning to a diet with less meat (Markowski & Roxburgh, 2019). They may be afraid of being accused of being a “do‐gooder” by meat eaters (Minson & Monin, 2012).…”

Section: Discussionmentioning

confidence: 99%

“…It has been suggested that one of the reasons why meat consumption is so difficult to reduce, despite both personal and societal benefits from doing so, is that it is linked to a person's identity (Clark & Bogdan, 2019; Markowski & Roxburgh, 2019). Extant research also suggests that a person's self‐identity makes some consumers avoid meat whereas others are attached to their daily portion of meat (Bonne et al, 2008; Fox & Ward, 2008; Graça et al, 2015; Sparks et al, 2001).…”

Section: Introductionmentioning

confidence: 99%

Coping with multiple identities related to meat consumption

Randers

Grønhøj

Thøgersen

2020

Psychology and Marketing

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Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health-related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self-relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food-based photo-diary and in-depth interviews, supported by a visualization approach, developed from self-brand connection methods. Three higher-order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.

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Veganism

Peggs¹

2020

The Blackwell Encyclopedia of Sociology

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Put simply, veganism refers to the practice of avoiding the consumption of nonhuman animals. Veganism has become more mainstream in recent years and is receiving increasing academic consideration. Although veganism extends beyond diet, much popular – and indeed scholarly – attention centers on it as a dietary practice. As well as being a practice, veganism may also be an important aspect of identity, of identity politics, and can be considered a social movement in itself. Sociology is extending its reach increasingly to issues associated with (critical) human–animal studies, such as veganism, so much so that it has been proposed that sociologists who want to shape sociology as a more inclusive discipline should avoid the consumption of nonhuman animals.

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“If I became a vegan, my family and friends would hate me:” Anticipating vegan stigma as a barrier to plant-based diets

Cited by 150 publications

References 60 publications

Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets

Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets

Coping with multiple identities related to meat consumption

Veganism

Contact Info

Product

Resources

About

“If I became a vegan, my family and friends would hate me:” Anticipating vegan stigma as a barrier to plant-based diets

Cited by 150 publications

References 60 publications

Using Twitter® as source of information for dietary market research: a study on veganism and plant‐based diets

Using Twitter® as source of information for dietary market research: a study on veganism and plant‐based diets

Coping with multiple identities related to meat consumption

Veganism

Contact Info

Product

Resources

About

Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets

Using Twitter^® as source of information for dietary market research: a study on veganism and plant‐based diets