Exploring perceived social norms when considering a plant-based diet - An interview study

Cardiovascular diseases (CVD) are responsible for 34 % of all deaths in Germany in 2020, in the Netherlands and Belgium 21 %. Meat consumption is associated with an increased CVD risk, while a plant-based diet is effective in prevention, reversal, and reduction of CVD risk factors. Although consumers are aware of health benefits of plant-based diets, only 7 % in the EU follow them. The aim of the study was to explore the individual perception of the association of social norms with considering a plant-based diet, as they are known to have utility in predicting and understanding health behaviour. Data was collected from April to May 2024 through 12 semistructured interviews with individuals who considered switching to a plant-based diet during the last year. This included current omnivores, flexitarians and vegetarians/vegans. The interviews focused on experienced injunctive and descriptive norms, based on the Reasoned Action Approach. A thematic analysis was performed. The results revealed that, regardless of dietary patterns, most participants made concessions about their dietary choices in social settings when eating with people with whom they have a close relationship. As a response to the experienced norm, omnivores were influenced to eat less meat, the vegetarian to eat meat, and the predominantly vegan to eat vegetarian. Flexitarians were either influenced by omnivores to choose meat or by vegetarians or vegans to choose no-meat meals. The results can help to empower individuals' perceptions of social norm influence and strengthen their intention to choose a plant-based diet.