The influence of psychological traits, beliefs and taste responsiveness on implicit attitudes toward plant- and animal-based dishes among vegetarians, flexitarians and omnivores

Overall the implicit measures were found to be in line with declared eating habits, with Vegetarians and Flexitarians more inclined to implicitly associate positive emotions to meat-free dishes than Omnivores, and with Vegetarians showing a stronger association than Flexitarians. The results showed that positive attitudes toward plant-based dishes were positively related to the empathic sensitivity toward humans and animals, as well as to attitudes toward healthy and natural products, highlighting an important role of food consciousness in determining the eating habits. On the contrary, food involvement and attitude towards taste did not differ among the considered segments. Responsiveness to PROP and sensitivity to pathogen disgust were found to be lower in Vegetarians compared to Omnivores. The transition from plant-based diet to animal-based diet should therefore embrace multiple aspects, considering taste responsiveness, psychological traits and attitudes towards food.