Summary Of Selected Research On Non-Vegetarians
This report summarizes 8 studies on vegetarianism from various sources to identify major points of interest. Food choice is largely motivated by pleasure and enjoyment, therefore taste is more important than health and other considerations.
Health is a primary motivator for potential vegetarians.
Immediate health benefits may be more appealing to people than prevention of a disease.
A portion of the non-vegetarian populations believes that a vegetarian diet is more healthy, others feel is not necessary for health and healthy non-vegetarian diets are possible.
Animal welfare issues are not a primary motivator and may turn people off from vegetarianism if graphic images are used. 6. Taste is the primary barrier to adoption of vegetarianism.
Convenience and lack of knowledge in preparing vegetarian meals are also barriers to vegetarianism.
Vegetarian diets are perceived to be expensive and extreme and restrictive.
The vegetarian movement conveys a sense of moral superiority that discourages potential vegetarians.
Combining health with animal issues may detract from the cause. People prefer unbiased messages.
Sources of influence include doctors and friends.
The vegetarian movement may have the most impact on those who are already somewhat inclined toward plant based eating.
Health should be the principal motivator presented, with animal issues used selectively.
Support from organizations such as the American Dietetic Association or National Cancer Institute may be perceived more strongly by non-vegetarians as unbiased sources.
Personalized marketing may be more effective than mass marketing.