The unified model of vegetarian identity: A conceptual framework for understanding plant-based food choices.

By departing from social norms regarding food behaviors, vegetarians acquire membership in a distinct social group and can develop a salient vegetarian identity. However, vegetarian identities are diverse, multidimensional, and unique to each individual. Much research has identified fundamental psychological aspects of vegetarianism, and an identity framework that unifies these findings into common constructs and conceptually defines variables is needed. Integrating psychological theories of identity with research on food choices and vegetarianism, this paper proposes a conceptual model for studying vegetarianism: The Unified Model of Vegetarian Identity (UMVI). The UMVI encompasses ten dimensions-organized into three levels (contextual, internalized, and externalized)-that capture the role of vegetarianism in an individual's self-concept. Contextual dimensions situate vegetarianism within contexts; internalized dimensions outline self-evaluations; and externalized dimensions describe enactments of identity through behavior. Together, these dimensions form a coherent vegetarian identity, characterizing one's thoughts, feelings, and behaviors regarding being vegetarian. By unifying dimensions that capture psychological constructs universally, the UMVI can prevent discrepancies in operationalization, capture the inherent diversity of vegetarian identities, and enable future research to generate greater insight into how people understand themselves and their food choices.