“How do you know someone's vegan?” They won't always tell you: an empirical test of the do-gooder's dilemma

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• dc.contributor.author Bolderdijk, Jan Willem
• dc.contributor.author Cornelissen, Gert
• dc.date.accessioned 2023-07-14T06:48:49Z
• dc.date.available 2023-07-14T06:48:49Z
• dc.date.issued 2022
• dc.description.abstract A growing number of people (privately) endorse the benefits associated with adopting a meat-free diet. Yet, the societal transition to a more plant-based diet is taking place rather slowly. Why do people's private meat-free preferences fail to materialize in their daily food choices? One potential explanation is that vegetarians and vegans, at this time still a minority group, are worried about eliciting stigma and thus may not feel comfortable expressing their meat-free preferences during social interactions with meat-eaters. Their self-silencing could reinforce the notion that adopting a meat-free diet is nothing more than a niche phenomenon, and in turn discourage others from eliminating meat from their diet as well, thus perpetuating the non-vegetarian norm. Adapting the classic conformity paradigm by Asch, we found that vegetarian and vegan participants were hesitant to express their meat-free preferences. Vegan and vegetarian participants avoided signing a petition that promoted veg*an food options after a majority of confederates had declined to do so. When the experimenter endorsed veg*an food options, however, participants went against the majority, and did sign the petition. Together, these findings point to a pivotal role for exemplars and institutions: by signaling that there are allies who endorse a meat-free diet, they may liberate vegetarians and vegans to publicly express their deviant, meat-free preferences, and thus speed up wider societal change.
• dc.description.sponsorship This research was supported by grant 421-14-020 awarded to Jan Willem Bolderdijk by the Dutch Science Foundation (NWO), and the grant PGC2018-098949-B-I00 from the Ministerio de Ciencia e Innovación (Spain), awarded to Gert Cornelissen.
• dc.format.mimetype application/pdf
• dc.identifier.citation Bolderdijk JW, Cornelissen G. “How do you know someone's vegan?” They won't always tell you: an empirical test of the do-gooder's dilemma. Appetite. 2022;168:105719. DOI: 10.1016/j.appet.2021.105719
• dc.identifier.doi http://dx.doi.org/10.1016/j.appet.2021.105719
• dc.identifier.issn 0195-6663
• dc.identifier.uri http://hdl.handle.net/10230/57577
• dc.language.iso eng
• dc.publisher Elsevier
• dc.relation.ispartof Appetite. 2022;168:105719.
• dc.relation.projectID info:eu-repo/grantAgreement/ES/2PE/PGC2018-098949-B-I00
• dc.rights © 2021 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri http://creativecommons.org/licenses/by/4.0/
• dc.subject.keyword Meat consumption
• dc.subject.keyword Social influence
• dc.subject.keyword Do-gooder derogation
• dc.subject.keyword Conformity
• dc.title “How do you know someone's vegan?” They won't always tell you: an empirical test of the do-gooder's dilemma
• dc.type info:eu-repo/semantics/article
• dc.type.version info:eu-repo/semantics/publishedVersion