An Investigation of Plant-based Dietary Motives Among Vegetarians and Omnivores

The three most common motives for plant-based diets in western populations are health, the environment, and animal rights. This study compares the structure, endorsement rates, and personality correlates of these motives among vegetarian and omnivorous (i.e., non-vegetarian) respondents. We found evidence for configural, metric, and scalar equivalence in the measurement of these motives across vegetarians and omnivores, suggesting that vegetarian diet motives function similarly whether or not the respondent identifies as vegetarian. Vegetarians, notably, reported being more motivated by the environment and animal rights than omnivores; health motivations were similarly high across groups. Several significant effects emerged linking vegetarian motives to personality traits, with patterns of correlations between motives and traits being highly similar across vegetarians and omnivores. Overall, these findings suggest that vegetarian eating motives are similar in terms of structure and personality correlates, but differ in endorsement rates, between vegetarian and omnivorous individuals.