The structure and correlates of vegan stereotypes

Previous research suggests that people hold both positive and negative stereotypes of vegans, but little is known about the specific content of those stereotypes. In two studies (total N = 2,027), we identified the structure of meat-eaters’ stereotypes of vegans and developed a scale to measure them. Stereotypes of vegans assorted into three positive (compassionate, healthy, and self-disciplined) and three negative (unconventional, condescending, and unhealthy) dimensions. Meat-eaters perceived vegans more positively when they understood their motivations for their diet, were familiar with vegans, and shared their concerns for the environment. In contrast, meat-eaters who perceived vegans more negatively were more conservative, had a strong meat-eating identity, and were highly motivated to eat meat. Whereas most attitudes predicted overall positive and negative evaluations of vegans, some predicted specific stereotypes of vegans. This model and scale provide a foundation for vegan stereotype research and for improving intergroup relations between meat-eaters and vegans.