On Becoming Vegetarian, A Study Of Beliefs And Motives
This 2004 dissertation analyzed the beliefs and motivations of 13 vegetarians. “Particular experiences in the respondents’ histories are examined along with experiences and influences deemed to have affected the conversion in a direct manner. The majority of respondents reported one primary motive for having converted to vegetarianism, and one or more secondary motives underlying the main one, which transpired later on. The motives which transpired are ethical, health, gustatory and challenge, with ethical motives positioned in a central role.”
These interviews showed that vegetarianism is an ideology for these respondents, as opposed to a diet. The majority of respondents reflect upon their consumption patterns in relation to their lifestyle.
Influences on the conversion process include childhood experiences, the love of animals, and a concern for animal welfare. Interestingly, some of these respondents had siblings with similar experiences, though the siblings did not become vegetarian, indicating these factors only have a partial influence.
Influences that appear to have had a direct effect on conversion include media, association with other vegetarians, and other factors.
The primary motivations for vegetarianism were found to be ethical (including animal and ecological concerns), health, gustatory, and “challenge.”
In most cases, one primary motive for conversion was present, with one or more secondary motives present also.
Several types of conversions were noted, including:
- Progressive change. This occurs with respect to both attitude and behavior (experienced by the majority).
- Progressive/revolutionary change. Gradual progression of attitude, leading to a sharp, abrupt decision to convert, usually induced by a particular incident.
- Revolutionary change. Sudden change of both attitude and behavior.
This study concludes that “vegetarians are motivated by a primary motivation but that with time, other motives transpire, this confirming that multiple motives do drive behaviour. Nonetheless, motivation for such change in both attitude and behaviour should not be considered in a vacuum, but as part of a complex process which incorporates other determinants such as cultural context, childhood experiences, and other direct sources of influence.”