New research focused on meat-alternative consumers in the European market reveals that while many admire their dedication to environmental protection and health, they attract strong negative emotions as well.

Fear and contempt, sometimes leading to aggression, are among the strong emotions vegetarians conjure up from their meat-eating counterparts, according to the study published in Food Quality and Preference.

The study was conducted across four European countries and used the BIAS Map framework, revealing seriously conflicting social perception that may be a key factor limiting the widespread adoption of plant-based diets.

Also highlighted was the impact social dynamics have on shaping these attitudes. People with an advanced need for social affiliation responded more positively to individuals who balanced both traditional meat and plant-based alternatives, while those with a high need for status viewed exclusive meat-alternative consumers with increased envy and anger.

This suggests that grand-scale social perceptions coupled with taste and affordability may need to be adopted in marketing strategies for plant-based foods.

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