A dynamic identity process approach to veg*nism: Does identity status matter among meat‐reducers?

Abstract

AbstractThe current study investigated meat‐reducers' (vegan, vegetarian, and flexitarian) dietary identities using an identity process approach. Drawing on identity development theories, we aimed to (i) classify meat‐reducers from the United Kingdom and United States (N = 375) based on their level of identity exploration and commitment, and (ii) examine the effect of dietary identity status on diet and group‐based behaviours. Findings demonstrated evidence for three identity clusters: achieved (high exploration and high commitment), foreclosed (lower exploration and higher commitment), and diffused (low exploration and low commitment) meat‐reducers. Vegans were more likely to display an achieved dietary identity, whereas the majority of flexitarians indicated a diffused identity. More importantly, identity status had significant effects on all outcome measures, with achieved meat‐reducers reporting greatest dietary strictness, greatest centrality and private regard, but lowest public regard, as well as most negative attitudes towards meat‐eaters and greatest activism. We discuss how investigating dietary identities with a ‘process framework’ may point to a more inclusive view of social identities among people who follow a plant‐based diet.