Resolving the meat paradox: the role of animal-related meanings in the adoption of plant-based diets
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Kauppinen-Räisänen, H., Leipämaa-Leskinen, H., Sorvari, K., & Rantanen, V. (2026). Resolving the meat paradox: the role of animal-related meanings in the adoption of plant-based diets. Qualitative Market Research: An International Journal. https://doi.org/10.1108/QMR-06-2025-0154
© Hannele Kauppinen-Räisänen, Hanna Leipämaa-Leskinen, Katariina Sorvari and Veera-Iiris Rantanen. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/
Lataukset8
Pysyvä osoite
Kuvaus
Purpose
This study aims to approach the meat paradox – the conflict between meat consumption and concern for animals – from a sociocultural perspective, exploring the sociocultural meanings assigned to animals by those who have made the choice to reject meat and adopt plant-based diets.
Design/methodology/approach
A netnographic study was conducted, analysing publicly available writings from 26 bloggers who self-identified as vegans or vegetarians. This rarely used approach in meat paradox research captures natural discussions about confronting the dilemma, deepening our understanding of its sociocultural meanings.
Findings
The study identifies three key meanings – viewing animals as unique beings, as equal beings and as cared-for beings. It underscores that animals and human–animal relationships play a central role in shaping dietary choices, particularly when those choices challenge prevailing social norms. The study also details sub-meanings within these broader meaning categories. It shows that respect for animals’ existence, recognition of their moral equality, and belief in their right to compassion and welfare are nuanced and deeply embedded in the cultural practices surrounding meat consumption.
Practical implications
The study encourages marketers and policymakers to address consumers’ dilemmas concerning both animals and dietary choices. Promoting plant-based diets should highlight animals’ individuality, equality and welfare, using integrated communication and social support to make compassionate, plant-based eating a socially accepted and sustained norm.
Originality/value
The study contributes to the meat paradox literature by adopting a sociocultural perspective, particularly addressing how animals and human–animal relationships frame consumers’ perspectives on plant-based dietary choices.
Emojulkaisu
ISBN
ISSN
1758-7646
1352-2752
1352-2752
Aihealue
Kausijulkaisu
Qualitative market research
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)