Intergroup Sensitivity and Promoting Sustainable Consumption: Meat Eaters Reject Vegans’ Call for a Plant-Based Diet

Reducing meat consumption can make immediate contributions to fighting the climate crisis. A growing minority adheres meat-free diets and could convince others follow suit. We argue, however, that recipients’ social identification as eaters may impede effectiveness of such calls (i.e., an intergroup sensitivity effect based on dietary groups). Indeed, in our experiment (N = 260) were more likely reject for change from a vegan than fellow eater. This was also evidenced evaluations engagement with initiative promote diet (“Veganuary”), providing some indication behavioral impact. In contrast, societal norm manipulation had no consistent effects observed outcomes. Exploratory moderation analyses show limited impact participants’ but highlight role peoples’ general willingness engage environmentally friendly behavior. discuss theoretical practical implications, including how results challenge existing approaches promoting meat-reduced diet.