Food Memories Emerge as Key Obstacle to Vegan Adoption in Stirling Research

Research from the University of Stirling indicates that emotional ties to childhood and family gatherings are the main obstacles to adopting a vegan diet among meat consumers. The study, led by Aga Kosla, found that participants associated resistance to plant-based eating with maintaining continuity of traditions rather than the taste of meat. Many participants became more receptive to vegan alternatives once they realized that the shared social experience mattered more than the specific ingredient used in traditional dishes.

The findings suggest that efforts to promote vegan diets should focus on the emotional and social connections people have with food. Recreating familiar or culturally significant dishes with plant-based ingredients may help make the transition to a vegan diet feel less like a sacrifice. The research also highlights the potential for tensions in family settings, where traditional food practices are deeply entrenched, but suggests that new customs involving plant-based options can be created to resonate with and enrich future generations.