Why meat-eaters reject calls for a meat-free diet: Social norm and messenger effects in two meat-eating cultures

J. Lukas Thürmer; Christoph Bamberg; Anton Kurapov; Jens Blechert; Diana Taut; Mihaela Gotea; Sean M. McCrea; Katharina Eichin; Gudrun Sproesser

doi:10.1088/2515-7620/ae3ff1

Why meat-eaters reject calls for a meat-free diet: Social norm and messenger effects in two meat-eating cultures

J. Lukas Thürmer^*
, Christoph Bamberg
, Anton Kurapov
, Jens Blechert
, Diana Taut
, Mihaela Gotea
, Sean M. McCrea
, Katharina Eichin
, Gudrun Sproesser

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

Original language	English
Article number	025021
Journal	Environmental Research Communications
Volume	8
Issue number	2
DOIs	https://doi.org/10.1088/2515-7620/ae3ff1
Publication status	Published - 01 Feb 2026

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 2 Zero Hunger
SDG 12 Responsible Consumption and Production

Fields of science

503 Educational Sciences
501021 Social psychology
503009 Adult education
503008 E-learning
509001 Action research
503007 Didactics
502033 Accounting
503006 Educational research
503030 Business education
501004 Differential psychology
501016 Educational psychology
502052 Business administration
503005 Vocational education
501003 Occupational psychology
503018 University didactics
502045 Behavioural economics
503002 Applied education
501 Psychology
501029 Economic psychology
503001 General education
503014 Subject didactics of social sciences
503025 School pedagogy
509018 Knowledge management
509017 Social studies of science
501033 Health psychology
501002 Applied psychology
501006 Experimental psychology

JKU Focus areas

Sustainable Development: Responsible Technologies and Management
Digital Transformation

Access to Document

10.1088/2515-7620/ae3ff1

Cite this

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title = "Why meat-eaters reject calls for a meat-free diet: Social norm and messenger effects in two meat-eating cultures",

keywords = "food choice, group criticism, intergroup sensitivity effect, meat culture, sustainable consumption, vegan diet, vegetarian diet",

author = "Th{\"u}rmer, \{J. Lukas\} and Christoph Bamberg and Anton Kurapov and Jens Blechert and Diana Taut and Mihaela Gotea and McCrea, \{Sean M.\} and Katharina Eichin and Gudrun Sproesser",

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journal = "Environmental Research Communications",

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T1 - Why meat-eaters reject calls for a meat-free diet

T2 - Social norm and messenger effects in two meat-eating cultures

AU - Thürmer, J. Lukas

AU - Bamberg, Christoph

AU - Kurapov, Anton

AU - Blechert, Jens

AU - Taut, Diana

AU - Gotea, Mihaela

AU - McCrea, Sean M.

AU - Eichin, Katharina

AU - Sproesser, Gudrun

PY - 2026/2/1

Y1 - 2026/2/1

KW - food choice

KW - group criticism

KW - intergroup sensitivity effect

KW - meat culture

KW - sustainable consumption

KW - vegan diet

KW - vegetarian diet

UR - https://www.scopus.com/pages/publications/105030885690

U2 - 10.1088/2515-7620/ae3ff1

DO - 10.1088/2515-7620/ae3ff1

M3 - Article

AN - SCOPUS:105030885690

SN - 2515-7620

VL - 8

JO - Environmental Research Communications

JF - Environmental Research Communications

IS - 2

M1 - 025021

ER -

Why meat-eaters reject calls for a meat-free diet: Social norm and messenger effects in two meat-eating cultures

UN SDGs

Fields of science

JKU Focus areas

Access to Document

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Cite this