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Fox, N.; Ward, K. (2008)
Publisher: Elsevier B.V.
Languages: English
Types: Article
This qualitative study explored the motivations of vegetarians by means of online ethnographic research with participants in an international message board. The researcher participated in discussions on the board, gathered responses to questions from 33 participants, and conducted follow-up e-mail interviews with eighteen of these participants. Respondents were predominantly from the US, Canada and the UK. Seventy per cent were female, and ages ranged from 14 to 53, with a median of 26 years. Data were analysed using a thematic approach. While this research found that health and the ethical treatment of animals were the main motivators for participants’ vegetarianism, participants reported a range of commitments to environmental concerns, although in only one case was environmentalism a primary motivator for becoming a vegetarian. The data indicates that vegetarians may follow a trajectory, in which initial motivations are augmented over time by other reasons for sustaining or further restricting their diet.
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    • vegetarian and vegan diets: an examination of the role of ambivalence. Appetite, 37, 15-26.
    • Rozin, P., Markwith, M. and Stoess, C. (1997) Moralization and becoming a vegetarian: the transformation of preferences into values and the recruitment of disgust. Psychological Science, 8, 67-73.
    • Santos, M.L S. and Booth, D. (1996) Influences on meat avoidance among British students. Appetite, 27, 197-205.
    • Sobal, J., Bisogni, C.A., Devine, C.M. and Jastran, M. (2006) A conceptual model of food choice process over the life course. In Shepherd, R. and Raats, M. (eds.) The Psychology of Food Choice. Wallingford: CABI, pp. 1-18.
    • Whorton, J. (1994). Historical development of Vegetarianism. American Journal of Clinical Nutrition, 59, 1103-9.
    • Wilson, S.M., Weatherall, A. and Butler, C. (2004). A rhetorical approach to discussions about health and vegetarianism. Journal of Health Psychology, 9, 567- 581.
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