A study conducted by researchers from the University of Vaasa in Finland found that meat-eaters often view vegans with a mix of admiration and fear, as well as contempt and aggression. Participants in the study evaluated fictional consumers based on their grocery shopping habits, with plant-based shoppers being seen as more moral, health-conscious, and environmentally friendly than their meat-eating counterparts. However, meat-eaters also expressed feelings of fear, anger, and contempt towards plant-based shoppers, and were even more likely to think about harming them in some way.

The researchers utilized a framework called BIAS map to understand the social prejudices and biases towards plant-based eaters and flexitarians. They found that individuals with a greater need for status tended to have stronger negative feelings towards plant-based shoppers, while those with a greater need for group affiliation viewed flexitarians as more socially acceptable. The research suggests that meat-eaters may react negatively to plant-based eaters as a way to protect their own identity and choices, particularly when faced with the environmental implications of reducing meat consumption.