A recent study by scientists at the University of Vaasa in Finland uncovers the surprising reason why vegans often face hostility – and it might not be what you think. According to their findings, many meat-eaters’ negative reactions towards vegans could stem from feelings of envy, rather than just disagreement over diet.
The study, which surveyed 3,600 participants across Europe, aimed to explore why the plant-based lifestyle remains controversial, despite its growing popularity. As of 2023, there were an estimated 6.62 million vegans in Europe, a number that is expected to rise to 8.25 million by 2033. But despite this surge, the study shows that veganism still faces significant stigma.
Participants were asked to consider the shopping habits of three fictional consumers. Each shopping list varied in terms of animal and plant-based food choices – from traditional meat products like sausages and cold cuts, to plant-based alternatives like vegetable dumplings and veggie sausages. The results were mixed. While plant-based eaters were often described as health-conscious, environmentally aware, and morally upright, they were also met with feelings of fear, envy, and even contempt.
Dr. Roosa-Maaria Malila, one of the study’s authors, explains that the strong emotional reactions could be linked to the societal shift towards reducing meat consumption. “The mixed feelings towards vegetarians reflect the prevailing climate where reducing meat for environmental reasons is no longer a surprise. But changing one’s eating habits is not easy, and this frustration often gets channeled into resentment towards those who are already making that change,” Dr. Malila says.
In fact, some participants even reported wanting to exclude or act aggressively towards those who followed plant-based diets. This complex social dynamic suggests that, for some meat-eaters, veganism challenges not only their eating habits but their worldview, leading to feelings of envy.
Veganism, despite its environmental and health benefits, still faces significant hurdles. The rise of plant-based food products is counterbalanced by a decline in demand for vegan options in some markets. Prominent vegan brands, including Beyond Meat and Oatly, have faced financial struggles, as consumer interest in meat alternatives seems to be plateauing.
The study’s findings suggest that as plant-based diets continue to grow in popularity, the feelings of envy and animosity from meat-eaters may persist. The challenge remains for the vegan movement to bridge these emotional divides and build a more inclusive dialogue around food choices.
