The Social Context and Psychology of Adoption and Adherence to a Vegetarian Diet and How Effective Advocacy Can Help

Meat consumption is a point of contention and controversy as most individuals aim to decrease their impact on the environment and ultimately climate change. Sustainable diets have become more prevalent as evidence about the environmental, social and financial costs associated with meat production continues to mount and emerge. As a minority dietary preference begins to emerge, individuals following and supporting the minority vegan and vegetarian lifestyle, exposure to scrutiny, stigma, prejudice and stereotype can demonstrate significant barriers, in addition to other barriers from adopting and maintaining a vegan, vegetarian or meat reductive lifestyle. A literature review was conducted on the impact of stigma, attitudes, and behaviours impacting the abandonment of a meat reductive, vegan and vegetarian diet. As followers of the diet are alienated in social situations, motivation for diet change wanes while individuals involved in groups tend to maintain their diet longer. Personality, identity, political perspective, attitude towards veganism and vegetarianism all impact an individual's willingness to change their diet in favour of a meat reductive, vegetarian or vegan diet. The animal protection, welfare or rights movement aims to bring individuals together that share the goal of addressing animal exploitation throughout their lifestyle choices. Advocates, therefore, have a key role to play in understanding their audience and catering their message as well as using best strategies such as images of animal suffering and social support to improve the lives of animals used for food and other exploitation, end animal suffering and improve well-being of both people and animals in the Anthropocene.