Identifying motivations and barriers to vegetarian diets--An exploratory study on young internationals in Sweden

Abstract: Our current food system is a significant contributor to anthropogenic greenhouse gas (GHG) emissions, land and water use, biodiversity loss among other issues. In order to achieve the sustainability agendas, a shift in the food system is required. With livestock production responsible for up a considerable amount of food system GHG emissions, diets with reduced meat consumption are suggested to be a solution by numerous studies. This study seeks to explore the motivations behind various forms of vegetarian diets and identify barriers that hinder the sustain of such diets. Through a qualitative approach with a combination of surveys and interviews, this study reveals that individual factors, including values and beliefs (concerns of animal welfare/rights, environmental concerns, compassion and empathy, personal challenge/responsibilities), health benefits, taste and sensory preference, knowledge/capability/skills, and vegetarian identity are the most significant to the adoption and maintenance of vegetarian diets, with social and situational factors including supportive social relationships, positive social identity and availability as additional support. However, social and situational factors such as social relationships and social norms, cultural context and the low availability of vegetarian options are found to be challenging to the maintenance of vegetarian diets. Individual factors such as taste preferences and financial capability are also found to affect the maintenance of such diets. Vegetarian advocates and policymakers are recommended to promote public awareness of vegetarian benefits and provide relevant knowledge. Furthermore, food providers and restaurants are suggested to better accommodate various types of vegetarian diets, taking into account price and quality considerations.