Perceived Barriers and Predictors of Dietary Intentions Regarding Omnivorous, Lacto-/Ovo-Vegetarian and Vegan Diets

Abstract

Understanding the psychology behind the limitation or exclusion of animal products from people’s diets is important due to ethical, medical and environmental issues. A survey measuring attitude, subjective norm, perceived behavioral control (PBC) and intention in regards to three different diets - omnivorous, lacto-/ovo-vegetarian and vegan - was completed by 823 Swedes. Barriers towards eating a vegan diet were also explored. Attitude was the strongest predictor of intentions and PBC became a stronger predictor as the diets contained fewer animal products; both results supported the study’s hypotheses. Different barriers to eating a vegan diet were reported by groups eating different diets. These findings may help as attempts at lowering the consumption of animal products are made.