UK: Nostalgia and tradition linked to resistance to vegan diets

From stirlingnews.co.uk

Fond memories of childhood meals and family gatherings are keeping people from switching to plant-based diets 

A study from the University of Stirling has found that nostalgic connections to food are a key reason many remain resistant to adopting vegan or plant-based eating habits.

The research, led by Aga Kosla from the faculty of natural sciences, reveals that the reluctance to change is less about the food itself and more about what it represents, a sense of home, identity, and tradition.

Ms Kosla said: "Our research shows that dietary change is not just a practical or nutritional issue.

"Food is tied to identity, belonging, and family life, so vegan advocacy, activism, and public health messaging needs to engage with those emotional and cultural attachments.

"This study highlights that resistance to plant-based diets is not simply about taste or convenience, but about maintaining continuity with the past and preserving meaningful traditions.

"Interestingly, participants often realised that it was the shared experience, not the specific ingredient, that mattered most."

The study interviewed 24 regular meat consumers to explore their attitudes and memories related to food (Image: University of Stirling)

The study involved interviews with 24 regular meat eaters who were asked to reflect on their attitudes and memories related to food.

Researchers used reflexive thematic analysis to identify common themes across the responses.

Nostalgic foods, such as Christmas turkey or family recipes, were found to play a significant role in shaping people’s food choices.

Participants often described these meals as tied to celebrations, cultural identity, and a sense of belonging.

However, when participants were asked to reflect more deeply, many became more open to vegan alternatives, especially if those foods could recreate the same social experience or emotional meaning.

Researchers believe these findings could help improve the way vegan and plant-based options are promoted to the public.

By focusing on recreating familiar, culturally meaningful dishes with vegan ingredients, producers and campaigners may be able to make the transition feel less like a loss.

The study also found that friends were more likely than family to be flexible and supportive of plant-based diets.

Traditional food practices within families were seen as harder to change and potentially more conflict-ridden.

Psychologist Dr Carol Jasper, who supervised the project, said: "Recreating nostalgic or culturally significant dishes using vegan ingredients can make dietary change feel more accessible.

"This could also help reduce the social barriers people face, particularly in family settings.

"Like culinary traditions from the past, the food of the future, crafted without the inclusion of meat and other animal-derived ingredients, may also evoke a sense of nostalgia and encourage the creation of new customs that can resonate with and enrich future generations."

https://www.stirlingnews.co.uk/news/26418712.nostalgia-tradition-linked-resistance-vegan-diets/