A University of Stirling study finds that family traditions, nostalgia and cultural identity can make it emotionally difficult to stop eating meat. Researchers interviewed 24 regular meat eaters and used reflexive thematic analysis to explore how food ties to memory and belonging. While nostalgic dishes often act as barriers, many participants said they would consider vegan alternatives if those options could preserve the social and emotional meaning of meals.
Why Family Traditions Make Quitting Meat So Hard — And How Vegan Alternatives Can Help
(Photo by cottonbro studio via Pexels)
A new study from the University of Stirling shows that nostalgia, cultural identity and family traditions can make it emotionally difficult for people to stop eating meat—even when plant-based alternatives are available.
(Photo by Vanessa Loring via Pexels)
Researchers led by Aga Kosla interviewed 24 regular meat eaters about their memories, feelings and social practices around food. The team used reflexive thematic analysis to identify patterns in how participants related to particular dishes and culinary customs.
(Photo by Catarina Kåsa via Pexels)
Emotional Attachments Often Outweigh Taste
Participants repeatedly described attachments that were less about the meat itself and more about shared experiences: holiday meals, family rituals and foods tied to cultural identity. Nostalgic dishes such as Christmas turkey or Sunday roasts were strongly linked to belonging and continuity with the past, which initially made change feel like a loss.
"Our research shows that dietary change is not just a practical or nutritional issue," said Aga Kosla. "Food is tied to identity, belonging, and family life, so vegan advocacy, activism, and public health messaging need to engage with those emotional and cultural attachments."
Friends, Family And The Potential For Change
The study found friends were generally more flexible and accommodating of plant-based diets than family members, where traditional food practices were harder to alter and had greater potential for conflict. Importantly, when participants reflected more deeply many became open to vegan alternatives—especially when those alternatives could recreate the same social experience and emotional meaning.
"Recreating nostalgic or culturally significant dishes using vegan ingredients can make dietary change feel more accessible," said psychologist Carol Jasper, the project's primary supervisor. "This could also help reduce the social barriers people face, particularly in family settings."
The authors suggest that food producers, campaigners and public-health bodies could reduce resistance by offering plant-based versions of culturally meaningful dishes so adopting them feels like continuity rather than loss. The findings are published in the journal Psychology of Human-Animal Intergroup Relations.
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