Psychologists reveal the big reason why people are so unnecessarily offended by vegans

Tod Perry
Sat, 26 Apr 2025 18:43:47 +0000
Activists, Carnivores, Diets, Drug addicts, Enviornmentalism, Fruit vegetables, Health, Mean-eaters, People hate bvegans, Soy boys, Vegan admiration, Vegan predjudice, Vegan studies, Vegans, Vegetarians

There are few groups more openly reviled by many people in the developed world than vegans. One study found that out of societal groups, they were the second most reviled group, right after drug addicts. Vegans are often the target of derision, whether they are referred to as soy boys, vegaNazis, or people who “eat rabbit food.” But why do people have such a hard time with people just because they don’t eat the same things they do?

It seems somewhat petty and judgmental that people would be easily offended by someone because they don’t eat meat. Still, according to a new study by Food Quality and Preference, there’s something much deeper at stake. “The consumption of meat and meat substitutes is a highly charged social phenomenon,” Roosa-Maaria Malila, an author of the study, said in a statement. “According to our research, consumers who prefer plant-based alternatives are perceived as socially different—and not in a good way.”

A woman enjoying a plate of pasta. via Canva/Photos

Why do people hate vegans?

The team of researchers got to the bottom of why vegans are the target of so much hate after having 3,600 participants judge three shopping lists. All lists included pasta, bread, apple juice, carrots, and bananas, but the selection varied depending on whether animal- or plant-based protein products were included or excluded. One had meat products, another had a mix of meat and plant-based items, and the other list had only meat substitutes.

The researchers found that the shoppers who purchased meat substitutes, who were most likely vegan or vegetarian, aroused feelings of fear, envy, contempt, and anger. "In our research, we found that people even wanted to act aggressively towards vegetarians or exclude them from social circles,” Malila says. However, at the same time, vegans were admired and appreciated. They are seen as moral, environmentally friendly, and conscious.

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What is the "meat paradox"?

Social psychologist Hank Rothgerber refers to this unique situation where people simultaneously envy vegans and also find them contemptible as the meat paradox. The “meat paradox” is the experience of cognitive dissonance, or the psychological tension caused by holding conflicting beliefs at the same time, or taking actions that directly contradict one’s values. Rothgerber believes that meat eaters are in the uncomfortable position of knowing that it’s wrong to hurt animals while also consuming them at the same time. This leads people to have feelings of contempt for vegans.

Rothgerber says that to cope with their conflicting emotions, some meat eaters feel the need to lash out at vegans.

“It’s human nature to lash out at anyone we perceive as a threat. And vegans threaten something we hold very dear: our moral sense of self,” Emily Moran Barwick writes for BiteSizeVegan. “We like to think of ourselves as good and decent people. We also believe that good and decent people don’t harm animals.”

A muscular man with some baskets of vegetables. via Canva/Photos

According to Malila, people’s need to fit in also pushes them against adopting a vegan lifestyle or being supportive of their meat-free friends. "Food is quite a strong part of our social identity,” she says. “If and when vegetarian food evokes negative feelings, not many people want to risk being associated with it. Belonging to a group is an evolutionary motive. We need acceptance from our fellow human beings."

Ultimately, the research shows that veganophobia (fear of vegans) isn’t really about the vegans themselves, but misdirected anger that people are projecting onto them. Maybe it’s time for those who have contempt for vegans to stop judging what’s on their plate and think hard about what’s on their own.