The role of moral disengagement and animal empathy in the meat paradox

Untangling the dairy paradox: How vegetarians experience and navigate the cognitive dissonance aroused by their dairy consumption

Most people eat meat, yet report valuing the environment, animal life, and their health, which contradicts this dietary behaviour. The psychological discomfort aroused by this value-behaviour inconsistency, and the strategies meat eaters use to resolve this unpleasant state, is termed the 'meat paradox'. Vegetarians eschew meat consumption, but the negative implications of dairy are comparable to meat. We investigated the 'dairy paradox' in a sample of vegetarians (N = 378) using an experimental design. Specifically, we tested whether vegetarians experienced cognitive dissonance after reading about the environmental, animal welfare, and health impacts of dairy consumption when compared to a control group not exposed to this information. Then, we examined to what extent perceiving dairy consumption as Natural, Necessary, Normal, Nice, or Neglectable, and denial of cows' mental states (Experience or Agency) predicted reduced cognitive dissonance. Vegetarians in the dissonance-induction condition reported experiencing significantly greater dissonance, though they more strongly rejected the justification strategies. Instead, they reported greater intentions to reduce their dairy consumption than vegetarians in the control condition. Rather than replicating findings from the meat paradox literature, these results suggest that vegetarians respond to uncomfortable feelings about their value-behaviour conflict with a greater intention to abandon the incongruent behaviour, rather than endorsing the cognitions that justify it. This research provides evidence that vegetarians experience a dairy paradox. Given the success of our study in shifting participants away from behavioural justification and toward behavioural change intentions, our findings can help guide the design of interventions seeking to reduce dairy consumption.

Understanding the Meat-Masculinity Link: Traditional and Non-Traditional Masculine Norms Predicting Men's Meat Consumption

Conformity to masculinity ideology predicts men's meat consumption and willingness to reduce their meat intake, but it is unknown which specific masculine norms account for these relationships. This study investigated which traditional and non-traditional masculine norms predict meat consumption, red and processed meat consumption, and willingness to reduce meat consumption in 557 Australian and English males. Men who support the use of physical violence and place high importance on sex ate more meat. Willingness to reduce was highest among men with gender egalitarian views. Targeting these specific masculine norms may be important for mitigating men's overconsumption of meat.

Moral disengagement in the media discourses on meat and dairy production systems

Meat and dairy production and consumption are the subject of ongoing public debates that touch on various sustainability issues such as biodiversity loss, climate change, animal welfare, and social and health aspects. Despite extensive discussions specifically relating to the environmental impacts of livestock farming in conjunction with animal welfare aspects, there have been no substantial changes in production or consumption patterns. Moreover, the focus of extant research is usually on consumers' responses to public concerns around livestock production. In this study, we shed light on the discrepancy between the normative discourse and action of relevant value chain actors with the help of Bandura's theory of moral disengagement, which allows us to identify mechanisms that contribute to the perpetuation of unsustainable production and consumption patterns. In particular, we focus on the shifting of responsibility between actors in the normatively charged field of sustainable livestock production. We collected 109 media interviews on meat and dairy production and consumption from the years 2020-2022, including interviews with actors from agriculture, processing industries, and food retail. Using qualitative content analysis, we investigated the role of moral disengagement in the media discourse on meat and dairy production and explored differences between actors in terms of moral disengagement. We found that shifting of responsibility shows a quasi-circular dynamic of being shifted from all actors to all, in our case most frequently to consumers, politics, and (diffuse) economic forces. In addition, our analysis showed the use of social justifications, beneficial comparisons, and euphemistic labelling to be common mechanisms of moral disengagement, constituting a collective problem within agri-food systems.

An Investigation of Meat Eating in Samples from Australia and Germany: The Role of Justifications, Perceptions, and Empathy

Despite concerns about animal welfare, and health and environmental issues associated with eating meat, meat consumption has continued to increase worldwide, including in Australia. One exception to this is Germany, with 2021 meat consumption levels being the lowest in the last 30 years. This pre-registered study investigated socio-cultural variables associated with meat consumption in Germany (n = 399) and Australia (n = 399) in a cross-sectional online survey. Participants reported levels of current and intended meat consumption, and they completed measures of speciesism, motivations to eat meat, empathy, animal farming perceptions, perceived behavioural control (PBC) over meat eating, and avoidance and dissociation regarding the animal origins of meat. In both Australia and Germany, enjoying the taste of meat positively predicted consumption and empathy towards farmed animals negatively predicted consumption. PBC was a strong positive predictor of intentions to reduce meat consumption in both countries. Empathy and liking the taste of meat were among the best predictors of red meat and poultry consumption, suggesting that interventions to reduce meat consumption may work best by targeting these factors while also increasing people's sense of control over their food choices.

The cheese paradox: How do vegetarians justify consuming non-meat animal products?

Researchers interested in animal ethics have proposed the 'meat paradox' - psychological discomfort arising from people's affinity for animals and conflicting desire to consume their flesh. Yet what can be said about the psychology of consuming an animal's non-meat products, in an age where most beings in these industries are harmed, and ultimately killed? Non-meat animal products (NMAPs) such as eggs and dairy entail the same, and perhaps even worse ethical issues as meat yet receive disproportionately less critical attention. Therefore, unlike meat, very little is known about the psychology of egg and dairy consumption. This study looks at vegetarians to address this gap, because they are more likely to show empathetic concern for animals than meat-eaters, yet actively choose to include these products in their diet, a conflict ripe for exploration. Interview data were analysed via thematic analysis, finding that vegetarians perceive robust ethical issues with NMAPs but give various justifications pertaining to personal benefits and social norms. Cognitive dissonance was evident and participants used various strategies to resolve it. This paper expands research on food psychology and animal ethics and may also be used to inform NMAP reduction strategies, an important pursuit in the quest for a more sustainable and compassionate world.

Meat and interpersonal motives: the case of self-enhancement

Meat eaters have a more hierarchical, less egalitarian view at the world than vegetarians. This can be manifested in social dominance orientation, at the intergroup level, but also at the interspecies level, yielding more empathy with nonhuman animals, and at the interpersonal level. We examined if interpersonal motives in human-human relationships and empathy with people are associated with frequency of meat eating, using a cross-sectional survey (N = 580). For the motives power and affiliation, no significant relationships emerged, but the self-enhancement motive was positively related to the number of days that participants ate meat. This predicted additional variance over and above variables at the intergroup and interspecies level, such as social dominance orientation and human-animal continuity. Empathy with people was negatively related to meat consumption, but this was explained by its correlation with empathy with animals. Discussion focuses on the importance of the self-enhancement motive in attachment to meat, the symbol of human superiority, as well as resistance to meat refusers.

Framing and Tailoring Prefactual Messages to Reduce Red Meat Consumption: Predicting Effects Through a Psychology-Based Graphical Causal Model

Effective recommendations on healthy food choice need to be personalized and sent out on a large scale. In this paper, we present a model of automatic message selection tailored on the characteristics of the recipient and focused on the reduction of red meat consumption. This model is obtained through the collaboration between social psychologists and artificial intelligence experts. Starting from selected psychosocial models on food choices and the framing effects of recommendation messages, we involved a sample of Italian participants in an experiment in which they: (a) filled out a first questionnaire, which was aimed at detecting the psychosocial antecedents of the intention to eat red/processed meat; (b) read messages differing as to the framing of the hypothetical consequences of reducing (gain, non-loss) versus not reducing (non-gain, loss) red/processed meat consumption; (c) filled out a second questionnaire, which was aimed at detecting participants' reaction to the messages, as well as any changes in their intention to consume red/processed meat. Data collected were then employed to learn both the structure and the parameters of a Graphical Causal Model (GCM) based on a Dynamic Bayesian Network (DBN), aimed to predicting the potential effects of message delivery from the observation of the psychosocial antecedents. Such probabilistic predictor is intended as the basis for developing automated interactions strategies using Deep Reinforcement Learning (DRL) techniques. Discussion focuses on how to develop automatic interaction strategies able to foster mindful eating, thanks to (a) considering the psychosocial characteristics of the people involved; (b) sending messages tailored on these characteristics; (c) adapting interaction strategies according to people's reactions.

Five Shapes of Cognitive Dissonance - Using Objective Hermeneutics to Understand the Meat Paradox

Objective Hermeneutics is a qualitative method that focuses on few sequences of texts, which helps understand single cases. It is used to explore how consumers cope with the contradiction between their enjoyment for meat and their empathy for animals without using frameworks drafted by social scientists. Five cases are analysed, which range from strong references towards the societal norm of meat eating to a feeling of uncertainty in the face of the animals' death. None of the cases, however, sees the necessity to find a rationale for their own meat consumption. The study concludes by raising the question about the persistence of a societal consensus for meat consumption.

Morally admirable or moralistically deplorable? A theoretical framework for understanding character judgments of vegan advocates

Over the last decade, vegan advocates have become a growing minority. By arguing against animal-product consumption and imposing the virtue-loaded call to "go vegan," advocates have posed a direct challenge to the mainstream dietary ideology (termed "carnism") in hopes of positive social change. As a consequence, while vegan advocates may be admired for their morality and commitment, they may also be derogated with moralistic traits such as arrogance and overcommitment. We call this mixed-valence perception the "vegan paradox" and propose a theoretical framework for understanding it. Next, we develop a future research agenda to test and apply our framework, and inquire vegan advocacy for ethical, health, and environmental aims. Using the perspective of the idealistic vegan advocate as a reference point, we discuss the roles of the advocate's motives for change (i.e., the effectiveness of moral persuasion), the advocate's call for change (i.e., radical versus incremental change), the target's moral and carnist identification, and source attributes of the advocate. Lastly, we qualify our framework by highlighting further conceptual and methodological considerations.

VR outreach and meat reduction advocacy: The role of presence, empathic concern and speciesism in predicting meat reduction intentions

The industrial farming and slaughtering of animals may be considered one of the most pressing ethical problems of our time, yet consumers remain empathically disconnected from food animals and continue to eat meat. Therefore, animal advocacy groups have started using virtual reality (VR) outreach to promote consumers' concern for food animals and persuade them to eat less meat. In this study, we examined whether a short 360° documentary depicting the life cycle of factory farmed pigs (from their lives on the farm to their death in the slaughterhouse) experienced in a VR format versus in a regular video format increases participants' intentions to eat less meat via an increased feeling of presence and empathic concern. Using a single factor experimental design, we randomly allocated participants (n = 84 after data-cleaning) to answer a questionnaire following one of both conditions (VR versus video documentary, each n = 42). Results confirmed our hypothesized serial mediation model; VR (versus video) had a positive influence on presence and additionally on empathic concern, leading to higher intentions of reduced meat consumption among participants. Yet, VR (versus video) also had a direct, negative effect on empathy when controlling for presence, so no total effect of medium format on intentions to reduce meat could be found. This counter-effect of VR on empathic concern could be explained by an increased level of speciesism among participants exposed to the VR (versus video) documentary, a finding that is consistent with prior literature on speciesism, cognitive dissonance and dissociation, and requires further confirmatory investigation. Limitations and implications for theory and practice of the study are considered.

Significados y prácticas de consumo conspicuo asociados a la posesión de perros criollos o de raza

Esta investigación tuvo como objetivo identificar las representaciones sociales y las prácticas de consumo conspicuo en propietarios de perros en Colombia. Por tanto, se realizó un estudio mixto en una muestra de 96 hombres y mujeres mayores de 18 años, con, primero, una fase cualitativa en la que se exploraron las asociaciones dadas a las representaciones sociales de perros criollos y de raza por parte de propietarios de mascotas y se abordaron los significados atribuidos a las prácticas de consumo conspicuo; y, segundo, una fase cuantitativa en la que se hicieron análisis descriptivos, con lo cual se confirmó la estructura de las representaciones sociales. Como resultados se encontró que se reconoce a los perros criollos y de raza con alto valor afectivo, y que el perro criollo se asocia a condiciones de vulnerabilidad y se reconoce como perro “todo terreno”, mientras que el perro de raza involucra cuidado e inversión económica y se identifica como un perro “visible” en la sociedad. Al final se discute respecto a cómo las representaciones sociales acerca de la tenencia de un perro, además del valor afectivo, involucran actividades exhibitorias, de demostración social y, a su vez, un estatus social y moral.