University of Stirling study finds nostalgia, not meat, is holding back plant-based diets

Nostalgia and family traditions may be among the biggest obstacles preventing more people from adopting plant-based diets, according to new research from the University of Stirling.

• Study explored emotional barriers to plant-based eating.
• Family traditions outweighed concerns about meat itself.
• Researchers suggested nostalgic vegan dishes could encourage change.

The study found that people's attachment to meat-based meals was often driven less by the food itself and more by memories of childhood, family gatherings and cultural traditions.

Led by Aga Kosla from the University's Faculty of Natural Sciences, the research explored how emotional connections to food influence attitudes towards vegan diets.

"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," said Kosla.

"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 researchers said efforts to encourage plant-based eating often focus on health, environmental concerns or animal welfare, while overlooking the emotional and social role food plays in people's lives.

The study involved interviews with 24 regular meat consumers, examining their memories, experiences and attitudes towards food. Researchers then used reflexive thematic analysis to identify recurring patterns and themes.

Foods associated with celebrations, such as turkey at Christmas, emerged as particularly strong symbols of family life and cultural identity, making them more resistant to change.

However, the researchers found that many participants became more receptive to vegan alternatives after reflecting on what those meals represented, particularly when alternative dishes could recreate the same social experience rather than simply replace the meat.

The research also found that friends were generally viewed as more accommodating of plant-based diets than family members, with longstanding family food traditions presenting greater challenges and the potential for conflict.

Psychologist Dr Carol Jasper, who supervised the project, said recreating familiar dishes with plant-based ingredients could help reduce those barriers.

"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," she said.

"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."

The findings were published in the journal PHAIR – Psychology of Human-Animal Interaction in a paper titled Looking Back and Feeding Forward: An Analysis of Food Nostalgia on Meat Eaters' Attitudes Toward Transitioning to a Vegan Lifestyle.