A groundbreaking study published in *PLOS ONE* is challenging long-held assumptions about vegetarians. Contrary to the popular image of plant-based eaters as compassionate, community-oriented individuals driven by altruism and concern for others, new research suggests that vegetarians may actually be more focused on personal power, achievement, and individuality than meat-eaters.
Rethinking the Vegetarian Stereotype
For years, society has often portrayed vegetarians as kind-hearted people who prioritize harmony, empathy, and collective well-being. However, a series of studies conducted across the United States and Poland reveal a different psychological profile—one that highlights independence, ambition, and a tendency to defy social norms.
The research, led by Dr. John Nezlek from SWPS University in Poland, found that vegetarians scored lower on values such as:
- **Benevolence** (caring for close friends and family),
- **Security** (desire for stability and safety), and
- **Conformity** (adherence to social rules and expectations).
In Poland, differences were also significant in relation to **tradition**, while in the U.S., these differences were less pronounced but still present in some areas.
Instead, vegetarians showed stronger endorsement of values linked to:
- **Power** (control or dominance over resources and people),
- **Achievement** (personal success through competence), and
- **Stimulation** (excitement and novelty in life).
These findings suggest that vegetarianism may not always stem from generalized compassion or communal values, but rather from a desire for autonomy, self-expression, and nonconformity.
Study Overview
The research involved more than 3,700 adults across three separate studies:
1. **Study 1 (U.S.)**: 514 vegetarians and 540 non-vegetarians.
2. **Study 2 (Poland)**: 636 participants, with approximately 47% identifying as vegetarian.
3. **Study 3 (Poland)**: A larger sample of 2,102 participants, with 3.4% vegetarians.
Participants completed the **Portrait Value Questionnaire**, which measures ten fundamental human values based on psychologist Shalom Schwartz’s widely accepted model. These values range from universalism (concern for all people and nature) to power (dominance and control), and from tradition (respect for customs) to self-direction (independence and freedom).
Key Findings
Across both countries, vegetarians consistently placed less emphasis on **conservation values**—those tied to preserving traditions, following social norms, and maintaining group stability. This aligns with the idea that choosing a vegetarian lifestyle often involves rejecting mainstream dietary habits and cultural expectations.
More surprisingly, vegetarians showed higher scores on values typically associated with traditional **masculine traits**, such as power and achievement. While previous research has noted that women are more likely to adopt plant-based diets, this study suggests that vegetarians may, in some ways, reflect a more “masculinized” value orientation when it comes to ambition and assertiveness.
Vegetarians were also significantly less concerned with **conformity**, indicating a willingness to resist peer pressure and societal expectations. Given that vegetarianism remains a minority choice in most Western societies, this nonconformist attitude makes sense—and may even help explain why vegetarians often face criticism or what researchers call “vegetarian threat,” where their choices are perceived as a challenge to the status quo.
Cultural Differences
While many patterns held true across both the U.S. and Poland, some differences emerged:
- In the U.S., vegetarians rated **self-direction** (freedom and independent thought) as *less important* than meat-eaters.
- In Poland, vegetarians rated **self-direction** as *more important* than non-vegetarians.
This reversal raises intriguing questions about how cultural context shapes the motivations behind vegetarianism. As Dr. Nezlek notes, the reasons for these differences aren't yet clear. He points to broader distinctions between Anglo-Saxon and Slavic cultures, as well as differing political histories, but emphasizes that more research is needed to understand how these factors influence values among vegetarians.
Implications and Takeaways
This research challenges the stereotype of vegetarians as primarily motivated by generalized kindness or collectivism. Instead, it paints a picture of individuals who are willing to make difficult, unconventional choices—even if those choices come with social costs. Their commitment to vegetarianism seems rooted in personal conviction, a desire for independence, and a readiness to stand apart from the crowd.
It's important to note that while vegetarians may score lower on benevolence and conformity, they often express strong concern for **animal welfare**, **environmental sustainability**, and **ethical eating**—values that reflect a form of compassion, albeit one directed beyond immediate human relationships.
Limitations of the Research
As a cross-sectional study, this research cannot determine whether certain values lead people to become vegetarian, or whether adopting a vegetarian diet changes one’s values over time. Additionally, the studies focused only on the U.S. and Poland, so results may not generalize to other cultures or regions.
Some subgroup sample sizes were relatively small, meaning caution should be exercised when interpreting differences between specific types of vegetarians (e.g., vegans vs. lacto-ovo vegetarians).
Dr. Nezlek’s work offers a fresh perspective on the psychology of vegetarianism. Rather than seeing vegetarians solely as idealistic do-gooders, we might better understand them as individuals who value **autonomy**, **achievement**, and **personal integrity**—traits that drive them to make bold lifestyle choices and stick with them despite social resistance.
As vegetarianism continues to grow in popularity, this study reminds us that our assumptions about dietary choices may say more about our own biases than about the people making those choices.
**Full Citation:**
Nezlek, J. B. (2025). "Rethinking vegetarianism: Differences between vegetarians and non-vegetarians in the endorsement of basic human values." *PLOS ONE*, 20(5), e0323202. https://doi.org/10.1371/journal.pone.0323202
**Funding:** Supported by SWPS University of Social Sciences and Humanities and the Polish National Science Centre.
**Conflicts of Interest:** None declared.