A dynamic identity process approach to veg*nism: Does identity status matter among meat-reducers?

The current study investigated meat-reducers' (vegan, vegetarian, and flexitarian) dietary identities using an identity process approach. Drawing on identity development theories, we aimed to (i) classify meat-reducers from the United Kingdom and United States (N = 375) based on their level of identity exploration and commitment, and (ii) examine the effect of dietary identity status on diet and group-based behaviours. Findings demonstrated evidence for three identity clusters: achieved (high exploration and high commitment), foreclosed (lower exploration and higher commitment), and diffused (low exploration and low commitment) meat-reducers. Vegans were more likely to display an achieved dietary identity, whereas the majority of flexitarians indicated a diffused identity. More importantly, identity status had significant effects on all outcome measures, with achieved meat-reducers reporting greatest dietary strictness, greatest centrality and private regard, but lowest public regard, as well as most negative attitudes towards meat-eaters and greatest activism. We discuss how investigating dietary identities with a ‘process framework’ may point to a more inclusive view of social identities among people who follow a plant-based diet.