Tensions within and between vegans and vegetarians: Meat-free motivations matter.

Under the superordinate umbrella of "veg*n", vegans and vegetarians share a disavowal of meat consumption but differ regarding the use of animal products and by-products. Furthermore, within each subgroup there exist multiple motivations (or reasons) for diet choice, some with more moral overtones than others. Despite being on the same "team" relative to the meat-eating majority, there is tremendous potential for expressions of subgroup distinctiveness and tension. In an online sample of veg*ns, we asked participants to report on views of and experiences with veg*ns, including separately evaluating vegans and vegetarians for animal, environmental, health, or religious reasons (i.e., 8 groups). Overall vegan (vs. vegetarian) participants expressed more subgroup bias, with vegans consistently preferred over vegetarians. Both vegans and vegetarians preferred veg*ns with "ethical" motivations (animal or environmental), and reported negative experiences with their subgroup outgroups (i.e., vegetarians and vegans, respectively). Problematically, in terms of group cohesion, vegetarians reported elevated anxiety and vigilance in their interactions with animal vegans especially. Overall the results suggest that, despite sharing a superordinate category and goal, and despite recent calls for veg*nism to become a more inclusive and wider tent, substantial tensions exist that can disrupt group cohesion and productivity.