Who is ready to eat a plant-based diet?
Study shows: Medical recommendations and a good infrastructure in particular can help people switch to a more plant-based diet
People who follow a vegetarian or vegan diet make up - as of 2022 - eight percent of the population in Germany. Numerous studies have already investigated the diverse motivations of people who follow a plant-based diet. But what about the willingness of meat eaters in Germany to change their habits? Little is known about this. A study by the Otto Friedrich University of Bamberg and the University Outpatient Clinic for Naturopathy at Immanuel Hospital Berlin sheds light on the influencing factors under which omnivorous people would be willing to embrace a plant-based diet. The results show not only which socio-demographic groups are most open to it, but also which framework conditions are important for a possible change in diet.
Omnivorous people hardly willing to change their eating habits
"Promoting plant-based diets and thereby reducing the consumption of animal products helps to reduce CO2 emissions and thus contributes to combating climate change and global warming. Consuming fewer animal products can also improve health and reduce the risk of numerous serious diseases," explains Dr. Judith Lehmann, first author of the study and research associate at the Chair of Sociology, especially Social Inequality. "However, our research shows that the willingness to switch to a plant-based diet is generally rather low among omnivorous people." Respondents with a high level of education, women and respondents from younger cohorts (Generation Z and millennials) showed a greater willingness to switch to a more plant-based diet. In contrast, respondents with a low to medium level of education, men and respondents from older cohorts (baby boomers) were not as easily persuaded to change their diet, according to the data.
More than 4,000 respondents
The data for the study came from an online survey on the use and acceptance of traditional, complementary and integrative medicine in Germany, in which 4,065 people between the ages of 18 and 75 took part - 3,419 (84%) of whom described themselves as omnivorous. The survey was conducted between September and October 2022 and funded by the Karl and Veronica Carstens Foundation. In addition to health status, experience with naturopathy and complementary and integrative medicine and socio-demographic information, the participants were also asked about their eating habits and attitudes as well as their willingness to change their diet.
Many take medical recommendations seriously
What measures could motivate people to change their diet? "Overall, recommendations from doctors prove to be the most promising measure for motivating even skeptical people to change their diet," explains Judith Lehmann. "Lower prices for plant-based products and a good infrastructure with appropriate offers in canteens, cafeterias, supermarkets and restaurants can also increase willingness," adds Prof. Dr. Rasmus Hoffmann. He holds the Chair of Sociology, in particular Social Inequality, and heads the Bamberg part of the project "Utilization and acceptance of naturopathic treatments in Germany", in which the study is embedded. Depending on the level of education, gender, income and age of the respondents, the following differences emerge: recommendations from doctors, scientists and politicians are promising in terms of persuading hard-to-reach groups such as men and the baby boomer cohort to adopt a more plant-based diet. Lower prices for plant-based products motivate women and households with an income of less than 2,000 euros per month in particular. If the number of people in society who eat a plant-based diet increases in general, this may influence the dietary decisions of respondents with a lower level of education in particular.
Focus on individual measures could increase social inequality in relation to health
Overall, the study shows that different socio-demographic groups can be reached with different measures. "This results in a dilemma: measures that address groups that are already very health-conscious and can be persuaded more easily will reduce average meat consumption in Germany more quickly, but may also lead to greater health inequalities between social groups," says Lehmann.
Overall, recommendations from doctors are the most promising. However, Judith Lehmann knows that little research has been carried out into the advisory role of doctors with regard to nutrition. "Obviously, advice from GPs in particular can play a major role because there is a relationship of trust. But under what circumstances are medical recommendations on nutrition successful? And what would doctors need to be able to provide this advice?" she asks. More research needs to be done on these questions.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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