Both vegetarians and non-vegetarians are motivated to adopt (or to consider adopting) a plant-based diet for health reasons. However, vegetarians are more strongly motivated to pursue a plant-based diet for animal rights and environmental reasons than non-vegetarians. These findings come from a study published in the journal Collabra: Psychology.
Interest in plant-based nutrition has been steadily rising in Western culture, likely due to growing concerns about sustainability and the environment. Still, a vegetarian diet remains an unpopular choice — the majority of Westerners are non-vegetarians.
Researcher Christopher J. Hopwood and his team were interested in exploring how the motivations for