What is it about?

The connection between plant-based diets and compassion is intuitive and food of ethical origin subjectively tastes better to consumers who embrace ethical values. Vegetarians and vegans usually internalize the values associated with the avoidance of animal-derived products and higher levels of compassion enhance the subjective taste of meatless food choices. Recognizing and targeting these individual traits has implications for lowering barriers to the adoption of vegetarian diets.

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Why is it important?

Reducing meat consumption has far-reaching consequences for individual, societal, and environmental health. This article shows that compassion cannot be compartmentalized, in other words, suppressing compassion for the sake of consuming meat also reduces an individual's compassion for other people.


Marketing opportunities exist when moral conflict frustrates deliberate diet change.

Attila Pohlmann
Universidad San Francisco de Quito

Read the Original

This page is a summary of: Lowering barriers to plant-based diets: The effect of human and non-human animal self-similarity on meat avoidance intent and sensory food satisfaction, Food Quality and Preference, October 2021, Elsevier,
DOI: 10.1016/j.foodqual.2021.104272.
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