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• W2972363593 abstract "Many organisations and individuals seek to promote plant-based diets as part of a lifestyle more aligned with ethical treatment of animals. The relative effectiveness of different messaging strategies in animal advocacy is a highly contested domain, and many individuals and organisations promoting plant-based diets for reasons relating to animal ethics believe that solely health or environment-based information campaigns are insufficient if the end goal is to promote widespread and long-lasting attitudinal changes towards the use of animals in the food industry. Previous studies have indicated that health-motivated vegetarians and vegans were likely to adhere to a meat-free diet for shorter periods of time than ethically-motivated vegetarians and vegans. However, qualitative studies have also indicated that for many people, plant-based diets may be initially motivated by a combination of factors, and that individual motivations for adhering to plant-based diets may change and evolve over time. This paper reviews the literature on differing and evolving motivations for vegetarianism and proposes an application of latent class transition analysis to explore how dietary behaviour change initially motivated by health reasons may precede changes in attitude and behaviour in the domain of animal ethics. Using example data from a representative UK online panel collected by the market research organisation YouGov (n=5,278, with 330 self-reporting vegetarians or vegans), we propose a method to investigate the hypothesis that over time, individuals who adhere to a vegetarian diet initially motivated solely by health reasons are likely to subsequently report more positive attitudes and behaviours in the domain of ethical treatment of animals, and in the longer term have an increased probability of taking up the dietary identity of an ethically-motivated vegetarian in comparison to the probability of transitioning directly from a meat-eating dietary identity to that of an ethically-motivated vegetarian. If this hypothesis holds true, it would have implications for information-based campaigns seeking to change eating behaviours for ethical reasons. For individuals who may be initially resistant to direct messaging about animal ethics, health-based messaging strategies promoting plant-based diets may be an important and effective first step towards reducing cognitive dissonance and subconscious defence mechanisms, allowing space for the subsequent development of attitudes more aligned with ethical treatment of animals." @default.
• W2972363593 created "2019-09-19" @default.
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• W2972363593 date "2019-09-10" @default.
• W2972363593 modified "2023-09-27" @default.
• W2972363593 title "49. Cognitive dissonance, health and ethics: towards a longitudinal study of evolving vegetarian motivations" @default.
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• W2972363593 doi "https://doi.org/10.3920/978-90-8686-892-6_49" @default.
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