Moral Foundations of Dietary Behavior and its Linkage to Sustainability and Feminism

Abstract

In the current article, we explore and compare the moral-foundationsprofile of vegetarians, vegans, and meat eaters and investigate how it is related to real-world behavior. Results of two surveys demonstrate a link between eating behavior, moral foundations, environmental behavior, and feminist ideals. We demonstrate that vegans place greater value on individualizing foundations (i.e., Harm and Fairness) and meat eaters on binding foundations (i.e., Authority and Loyalty), while vegetarians fall in between these poles. In addition, we observed that in other behavioral domains requiring moral assessment (e.g., sustainable behavior, fair trade shopping), people act in accordance with the moral foundations matching their dietary choice as well. We propose that the psychological basis of diet choice is embedded in the broader framework of moral foundations theory and that eating behavior is not a psychologically encapsulated domain but intertwined with other domains of moral behavior.