Vegetarian on Purpose: Understanding the Motivations of Plant-based Dieters

Much recent research has explored vegetarians' dietary motivations, recurrently highlighting the significant influence they exert on how people view themselves and others. For vegetarians and other plant-based dieters, dietary motivations have been theorized to be a central aspect of identity. Yet not all plant-based dieters are motivated to follow their diets; rather, some face aversions and constraints. In this paper, we propose that motivations, aversions, and constraints constitute three distinct reasons for consuming a plant-based diet. After conceptually distinguishing motivations from aversions and constraints, we critically evaluate the advantages and disadvantages of two conceptual frameworks that exist for studying these motivations systematically: the ethical-health framework and the Unified Model of Vegetarian Identity (UMVI) motivational orientations framework. Importantly, these frameworks serve different purposes, and their suitability often depends on the research question at hand. Particularly given an increasing prevalence of plant-based dieting, cultivating a more holistic understanding of these two frameworks is necessary for advancing this discipline. Directions for future research are discussed.