Resolving the meat paradox: the role of animal-related meanings in the adoption of plant-based diets

Purpose This study aims to approach the meat paradox – the conflict between meat consumption and concern for animals – from a sociocultural perspective, exploring the sociocultural meanings assigned to animals by those who have made the choice to reject meat and adopt plant-based diets. Design/methodology/approach A netnographic study was conducted, analysing publicly available writings from 26 bloggers who self-identified as vegans or vegetarians. This rarely used approach in meat paradox research captures natural discussions about confronting the dilemma, deepening our understanding of its sociocultural meanings. Findings The study identifies three key meanings – viewing animals as unique beings, as equal beings and as cared-for beings. It underscores that animals and human–animal relationships play a central role in shaping dietary choices, particularly when those choices challenge prevailing social norms. The study also details sub-meanings within these broader meaning categories. It shows that respect for animals’ existence, recognition of their moral equality, and belief in their right to compassion and welfare are nuanced and deeply embedded in the cultural practices surrounding meat consumption. Practical implications The study encourages marketers and policymakers to address consumers’ dilemmas concerning both animals and dietary choices. Promoting plant-based diets should highlight animals’ individuality, equality and welfare, using integrated communication and social support to make compassionate, plant-based eating a socially accepted and sustained norm. Originality/value The study contributes to the meat paradox literature by adopting a sociocultural perspective, particularly addressing how animals and human–animal relationships frame consumers’ perspectives on plant-based dietary choices.